The initiative, titled Repicturing Rural, stems from a collaboration with Getty Images and Clear Channel Outdoor. Data from Getty’s VisualGPS platform reveals that while interest in rural imagery spiked 22% last year, only 5% of popular U.S. commercial visuals depict non-urban settings. By placing these contemporary portraits in high-traffic metropolitan hubs, the company intends to bridge the widening gap between urban perception and the actual, tech-driven reality of modern farming communities.
Land O'Lakes Targets Times Square to Reshape Rural American Identity
Nearly two-thirds of rural residents feel ignored by national advertisers, a disconnect that Land O'Lakes is now challenging by blanketing Times Square with high-definition portraits of modern rural life. The campaign, launched during Advertising Week, aims to replace outdated agricultural tropes with images of innovation and diversity.
Heather Malenshek, Chief Marketing Officer at Land O'Lakes, emphasized that rural America is not a region waiting to be saved, but a dynamic engine of the national economy. Since 2025, the project has commissioned 38 photographers to produce over 3,500 assets that capture the vibrancy of rural life. Following the New York activation, the campaign will expand nationwide to coincide with National Farmer's Day on October 12, providing a broader platform for a narrative rooted in current, rather than nostalgic, reality.
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