Case Study: Land O’Lakes achieves transformed consumer research and six-figure savings with Brandwatch

How Brandwatch is transforming market and consumer research at Land O’Lakes, saving them hundreds of thousands of dollars

Land O’Lakes, a Minnesota-based farmer-owned cooperative known for consumer dairy brands and agricultural businesses like Purina and WinField United, faced rapidly changing consumer behavior during COVID-19 and a surge in internal demand for insights. Until then the marketing analytics team relied on costly, manual agency-based social listening and needed a reliable, easy-to-use in-house solution to monitor crises, track audiences and answer broader business questions in real time.

They implemented Brandwatch with a fast rollout and now use AI-driven Iris, alerts, dashboards and exportable, clickable data for crisis monitoring, audience analysis (eg. new chicken owners), quality control and competitive insights. The platform delivered immediate ROI—payback in weeks—eliminated a previously $85K/year agency cost and helped Land O’Lakes save hundreds of thousands of dollars while democratizing consumer intelligence across the organization.

Land O’Lakes

Lauren Hougas

Director, Marketing Analytics