TRACTOR SUPPLY

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OPPORTUNITY

Tractor Supply is the largest rural lifestyle retailer in the U.S., passionate about serving the needs of farmers, ranchers, and all those who enjoyed living and working a “Life Out Here.”

The brand had supported the country lifestyle for generations but had never entered the music space. They wanted to show up in country music in an authentic way that felt real and true to the community.

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IDEA

At its heart, country music is inspired by “Life Out Here” from dirt roads and bonfires to grit, heartbreak, and hometown pride.

Lainey Wilson, a fifth-generation farmer’s daughter and rising country star, became our country music partner. The brand's ethos of Life Out Here was a reminder of her roots—a grounding moment in a life that rarely slowed down but always demanded hard work.

Through a new series of commercial spots, we traced Lainey's journey from a Louisiana farm to the GRAMMY stage and back to the front porch, grounding the brand in authenticity and homegrown pride.

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IMPACT

Over 2 Billion Earned Media Impressions

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"Life Out Here to the GRAMMY Stage" – Tractor Supply x Lainey Wilson

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EMERGING ARTISTS PROGRAM

We launched a yearlong Emerging Artists Program to support rising country talent. With mentorship from Lainey, Ashley McBryde, Dustin Lynch, and more, we discovered five new voices from rural America.

They wrote original songs, recorded in Nashville, opened for Lainey, and performed at the Grand Ole Opry, bringing Life Out Here to the stage.

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"Emerging Artist Program Kick Off" – Tractor Supply x Lainey Wilson

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