Land O'Lakes brings rural America to Times Square

The activation aims to broaden the way rural communities are represented in advertising, starting during Advertising Week New York and expanding nationwide around National Farmer's Day.

Land O'Lakes is bringing contemporary images of rural America to Times Square and other major cities through an out-of-home campaign developed with Getty Images and Clear Channel Outdoor.

The campaign builds on Repicturing Rural, an ongoing collaboration between Land O'Lakes and Getty Images through the Modern Rural Collective. It combines audience insights from Getty Images' VisualGPS platform with content created by Getty Images' Custom Content team to portray rural people, businesses and communities.

Land O'Lakes challenges rural stereotypes through imagery

Research from VisualGPS indicates a gap between perceptions of rural America and contemporary rural life. Nearly two-thirds of people living in rural communities surveyed said advertisers do not understand them, while 5 percent of popular US visual content is set in rural locations. Searches for rural America imagery increased 22 percent in 2024, according to Getty Images.

The campaign brings images of contemporary rural communities to Times Square and other prominent locations around Advertising Week New York. The work focuses on the diversity and activity of rural communities while providing visual resources for brands, publishers and other storytellers.

Getty Images expands Repicturing Rural collection

Heather Malenshek, Senior Vice President and Chief Marketing Officer, Land O'Lakes, Inc.: "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. 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."

Malenshek will also participate in Advertising Week New York, where she will discuss representation of rural communities and the role brands can play in presenting a broader picture of rural America.

Clear Channel takes campaign to cities nationwide

Following the New York activation, the campaign will expand to additional metropolitan markets around National Farmer's Day on 12 October. The initiative will highlight farmers and rural communities while extending the campaign's focus on contemporary rural life.

Dan Levi, Executive Vice President and Chief Marketing Officer, Clear Channel Outdoor: "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. 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."

Repicturing Rural grows visual resources

The campaign builds on Repicturing Rural, which Land O'Lakes and Getty Images launched in 2025. The initiative aims to expand the range of imagery available to brands, publishers and media organisations seeking to represent rural communities.

Since its launch, the initiative has involved 38 photographers and produced 3,500 still images and videos depicting rural America. The Repicturing Rural collection will continue to be updated through early 2027.

Getty Images combines data and custom content

Tawnya Crawford, Vice President of Custom Solutions, Getty Images: "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. 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."

www.landolakes.com

www.gettyimages.com

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