#United States #New York #Getty Images #Land O'Lakes #Modern Rural

Land O'Lakes Brings Modern Images of Rural America to Times Square and Beyond

In a groundbreaking campaign, Land O'Lakes, Inc. has teamed up with the renowned Getty Images and Clear Channel Outdoor to challenge stereotypes and enhance the visibility of modern rural America. Launching in New York City during Advertising Week (October 5-8) and continuing nationwide in honor of National Farmer's Day on October 12, the effort highlights authentic representations of life in rural communities across the country.

The collaboration centers around Repicturing Rural, an ongoing initiative by Land O'Lakes and Getty Images designed to present a more diverse and innovative view of rural areas. Featuring imagery that reflects the actual vibrancy, innovation, and community spirit found in these regions, the campaign aims to bridge the gap between perceptions and reality regarding rural life.

Research conducted by Getty Images has shown persistent misconceptions about rural Americans, with a staggering 66% of those living in such areas stating that advertisers fail to understand their realities. In fact, only a mere 5% of common U.S. visual content portrays rural settings, underscoring the pressing need for change. Responding to this demand, Land O'Lakes is devoted to providing imagery that accurately depicts contemporary rural existence, while helping to reshape how these communities are perceived.

The campaign’s visual collection is powered by insights gleaned from Getty's VisualGPS platform, which guided the creation of content that resonates with the current rural landscape. As searches for rural imagery surged by 22% in 2024, it’s clear that consumers are eager for more relatable and realistic portrayals of rural life.

At the heart of this campaign is a commitment to showcasing the multiplicity of rural America. By placing authentic images in major metropolitan areas like Times Square, Land O'Lakes aims to foster a deeper understanding of the people, businesses, and communities that play a vital role in America's fabric. This activation not only provides a platform for representation but also enriches the narratives available to storytellers aiming for more complete depictions of rural life.

As part of this initiative, Heather Malenshek, Senior Vice President and Chief Marketing Officer of Land O'Lakes, will engage in discussions at Advertising Week New York, where she will emphasize the importance of accurate representation within marketing and how brands can advocate for a better understanding of rural America. “Our goal is simple: to close the gap between how rural America is perceived and how it truly lives,” said Malenshek. “The story most Americans encounter about rural communities is far removed from reality. By bringing authentic rural images to the forefront, we’re giving these communities the visibility they deserve.”

Following the kickoff in New York, the campaign will expand to various metropolitan areas nationwide to celebrate National Farmer’s Day, recognizing the contributions of farmers and ensuring that modern depictions of rural life gain the visibility they warrant.

Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor, echoed this sentiment, proclaiming that out-of-home advertising presents an unmatched opportunity for brands to create lasting impressions. “I am thrilled that Clear Channel can help Land O'Lakes share a more authentic view of modern rural life with audiences across the nation,” he remarked.

The Repicturing Rural project was first launched in 2025, marking a significant milestone in Land O'Lakes’ efforts to illustrate the breadth of rural communities across America. Since its inception, the initiative has engaged 38 different photographers to create an expansive collection of 3,500 new images and videos, all dedicated to showcasing the dynamic realities of rural life today.

Tawnya Crawford, Vice President of Custom Solutions at Getty Images, highlighted the campaign's significance, stating that many brands striving to connect with rural audiences often rely on incomplete visual narratives. This partnership aims to bridge that gap, ensuring that rural communities are portrayed in all their complexity and diversity.

About the Modern Rural Collective

The Modern Rural Collective seeks to reshape perceptions of rural America, ultimately encouraging greater participation, talent, investment, and innovation in these communities. Formed by Land O'Lakes, the MRC connects culture shapers dedicated to inspiring an authentic narrative rooted in collaboration and mutual aspiration.

Conclusion

Land O'Lakes, Getty Images, and Clear Channel Outdoor’s collaborative endeavor marks a pivotal moment in the movement to modernize the imagery of rural America. By showcasing genuine stories and visuals, the campaign is not just about representation but also about recognition of the integral role rural communities play in America’s economy and society overall.