By Jamie Martin
Land O’Lakes, Inc. has launched a new campaign with Getty Images and Clear Channel Outdoor aimed at showcasing authentic images of modern rural America in some of the nation’s most prominent advertising locations. The initiative debuted during Advertising Week New York (October 5-8) and continues across the United States in recognition of National Farmer’s Day on October 12.
The campaign highlights photography from Repicturing Rural, an ongoing partnership between Land O’Lakes and Getty Images through the Modern Rural Collective (MRC). It also introduces new content exploring contemporary rural identity, drawing on audience insights from Getty Images’ VisualGPS platform and custom visual storytelling developed by Getty Images’ Custom Content team. The effort is designed to challenge outdated perceptions of rural communities and provide a more accurate portrayal of life in rural America.
"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives. Millions of people living and working in rural communities help power our food system and broader economy, yet the story most Americans encounter bears little resemblance to that reality," said Heather Malenshek, Senior Vice President and Chief Marketing Officer at Land O'Lakes, Inc.
She added, "But rural America is not waiting to be saved - it is ready to be seen. By placing authentic rural images in major metropolitan areas, we're creating new opportunities for people to see rural America as it is today: dynamic, innovative and essential to our collective future."
Land O'Lakes believes the Tulare investment will help position the cooperative to meet future protein needs while supporting its farmer-owned structure. By producing higher-value dairy ingredients, the company aims to generate stronger returns for members and open access to new market opportunities.
The Tulare region plays an important role in U.S. dairy production and is home to many Land O'Lakes farmer-owners. The facility benefits from a strong milk supply, existing processing infrastructure, and access to global customers seeking dairy protein products.
"Out-of-home has always been a powerful platform for brands to create moments that stay with people. I'm thrilled that Clear Channel can help Land O'Lakes bring a more authentic view of modern rural life to audiences at scale," said Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor.
"As we introduce audiences in New York and cities across the country to these heartfelt, contemporary and very real portraits of rural people, places and communities, they hopefully will join Land O' Lakes in not just celebrating National Farmer's Day but also celebrate the people who help power our food system and economy."
In addition to supporting farmers, the investment is expected to strengthen the local economy and maintain the facility's role as a key part of the cooperative's dairy network. Company leaders view the project as an investment in innovation, agricultural sustainability, and long-term business growth.
"Many brands want to reach rural audiences more effectively, but they're often working with an incomplete visual picture of rural America. Through our partnership with Land O'Lakes, we combined audience insights from our VisualGPS insights platform with custom content creation to build imagery that more accurately reflects rural communities today," said Tawnya Crawford, Vice President of Custom Solutions at Getty Images.
She added, "This work demonstrates how brands can move beyond identifying representation gaps and create visual content that can be trusted, helping them connect with audiences in ways that are more relevant, accurate and effective."
By expanding protein production capabilities, Land O'Lakes is preparing for a future where nutrition-focused foods continue to shape consumer demand and create new opportunities for the dairy industry.
Photo Credit: land-O'-lakes
Categories: National