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

The campaign features imagery from Repicturing Rural, Land O'Lakes' ongoing collaboration with Getty Images via the Modern Rural Collective (MRC), and includes new content captured that companies are developing with additional themes surrounding rural identity. It's powered by audience insights from Getty Images' VisualGPS platform and a bespoke content collection created through Getty Images' Custom Content team, combining data-driven audience understanding with purpose-built visual storytelling.

Research continues to show a gap between perception and reality when it comes to rural America. VisualGPS Insights found that nearly two-thirds of Americans living in rural communities feel advertisers do not understand them, while only 5% of popular U.S. visuals are set in rural locations. In response, Getty Images and Land O'Lakes partnered to create imagery that more authentically reflects contemporary rural life. Demand for that content is growing, with searches for rural America imagery increasing 22% in 2024 and continuing to rise.

The campaign will bring contemporary depictions of rural, people, businesses and communities to Times Square and other high-profile locations surrounding one of the advertising industry's most influential gatherings. It seeks to showcase the multiplicity, innovation and vibrancy of modern rural communities and provide new resources for storytellers seeking more complete portrayals of rural life.

Coinciding with the activation, Heather Malenshek, Senior Vice President and Chief Marketing Officer of Land O' Lakes, Inc., will participate in Advertising Week New York, where she will discuss the importance of accurate representation and the role brands can play in building a more complete picture of rural America.

"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives," said Heather Malenshek, Senior Vice President and Chief Marketing Officer at Land O'Lakes, Inc. "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."

Following Advertising Week New York, the campaign will expand to additional metropolitan markets across the country in recognition of National Farmer's Day, celebrating the contributions of farmers and rural communities while increasing visibility for modern representations of rural life.

"Out-of-home has always been a powerful platform for brands to create moments that stay with people," said Dan Levi, Executive Vice President and Chief Marketing Officer of Clear Channel Outdoor. "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."

The campaign builds on the success of the Repicturing Rural initiative launched by Land O'Lakes and Getty Images in 2025 and continues to expand the collection of modern imagery designed to help brands, publishers and media organizations better reflect the diversity and complexity of rural communities. The growing Repicturing Rural collection is available now and will continue to be updated through early 2027. Since 2025, the initiative has engaged 38 different photographers to create 3,500 new stills and videos showcasing rural America.

"Many brands want to reach rural audiences more effectively, but they're often working with an incomplete visual picture of rural America," said Tawnya Crawford, Vice President of Custom Solutions at Getty Images. "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."

View the most recently added content to the collection here.

About the Modern Rural Collective
The Modern Rural Collective exists to reshape how rural America is seen, understood, and valued — and in doing so, to expand the participation, talent, investment, and innovation flowing into the communities driving its importance and the future of agriculture. Convened by Land O'Lakes, Inc., MRC is a network of culture shapers working to inspire a new narrative for all Americans — one rooted in mutual aspiration and authentic representation. modernruralcollective.com 

About Land O'Lakes, Inc.
Land O'Lakes, Inc., one of America's premier agribusiness and food companies, is a member-owned cooperative with industry-leading operations that span the spectrum from agricultural production to consumer foods. With 2025 annual sales of $16 billion, Land O'Lakes is one of the nation's largest cooperatives, ranking 273 on the Fortune 500. Building on a legacy of more than 100 years of operation, Land O'Lakes today operates some of the most respected brands in agribusiness and food production including Land O'Lakes Dairy Foods, Animal Nutrition and WinField United. The company does business in all 50 states and more than 60 countries. Land O'Lakes, Inc. corporate headquarters are located in Arden Hills, Minnesota.

About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the forefront of driving innovation in the out-of-home advertising industry. Our dynamic advertising platform is broadening the pool of advertisers using its medium through the expansion of digital billboards and displays and the integration of data analytics and programmatic capabilities that deliver measurable campaigns that are simpler to buy. By leveraging the scale, reach and flexibility of our diverse portfolio of assets, we connect advertisers with millions of consumers every month.

About Getty Images
Getty Images (OTCPK:GETY) is a preeminent global visual content creator and marketplace that offers a full range of content solutions to meet the needs of any customer around the globe, no matter their size. Through its Getty Images, iStock and Unsplash brands, websites and APIs, Getty Images serves customers in almost every country in the world and is the first-place people turn to discover, purchase and share powerful visual content from the world's best photographers and videographers. Getty Images works with over 600,000 content creators and over 360 content partners to deliver this powerful and comprehensive content. Each year Getty Images covers more than 160,000 news, sport and entertainment events providing depth and breadth of coverage that is unmatched. Getty Images maintains one of the largest and best privately-owned photographic archives in the world with millions of images dating back to the beginning of photography.

Through its best-in-class creative library and Custom Content solutions, Getty Images helps customers elevate their creativity and entire end‑to‑end creative process to find the right visual for any need. With the adoption and distribution of generative AI technologies and tools trained on permissioned content that include indemnification and perpetual, worldwide usage rights, Getty Images and iStock customers can use text to image generation to ideate and create commercially safe compelling visuals, further expanding Getty Images capabilities to deliver exactly what customers are looking for.

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Media Contact
Natalie Long
[email protected]

SOURCE Land O'Lakes, Inc.