It's all about authenticity in food marketing these days, and, as shown by the likes of Chipotle, showing people where their food comes from is key. The latest brand to take its story back to the farm - here literally - is butter producer Land O Lakes. With FarmFamilies, a new immersive website created by Colle + McVoy, it focuses on families from the company's dairy farmers' co-operative. Viewers can click on pictures of various family members for video and print about their personal stories, history in dairy farming and daily lives as well as their favorite dairy meals. There are also shareable recipes and images.