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Last March, Land O’Lakes created an immersive experience in a 6,000-foot space at SXSW to teach attendees about how their food is produced. This year, the brand returned to continue its mission to help festivalgoers understand “the importance of the system of food,” explained CMO Tim Scott, specifically that humans are not actually at the center of it.
“We are truly farm-to-fork on a massive scale,” said Scott. “Our purpose is about feeding human progress, and if we want to be champions of that as we are internally as well as externally, we need to tell that story in big, influential ways.”
The activation, called The Copernicus Project, was inspired by Nicolaus Copernicus, “who in 1532 cracked the foundations of contemporary science with a powerful paradigm shift: Earth is not the center of the universe,” according to a representative for the brand.
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