Land O’Lakes Uses SXSW to Tell Humans They Aren’t the Center of the Food System

The brand wants to educate attendees about agriculture and eating

Land O'Lakes' activation at SXSW features an avocado ball pit. Land O'Lakes

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.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.