Land O'Lakes Launches Campaign to Showcase Modern Rural America

ARDEN HILLS, Minn., Oct. 7, 2026 /CourierPR/ -- Land O'Lakes, Inc. has launched a new campaign to bring authentic images of modern rural America to some of the country's most visible advertising spaces. The campaign, which began during Advertising Week New York on October 5-8, aims to showcase the vibrancy and diversity of rural communities across the United States.

The initiative, a collaboration between Land O'Lakes, Getty Images, and Clear Channel Outdoor, features imagery from the Repicturing Rural project, an ongoing effort to reshape the perception of rural America. This project, launched in 2025, has engaged 38 different photographers to create 3,500 new stills and videos showcasing rural life. Since its inception, the campaign has continued to expand, with the collection being updated through early 2027.

Land O'Lakes, one of America's premier agribusiness and food companies, is a member-owned cooperative with 2025 annual sales of $16 billion. The company ranks 273 on the Fortune 500 and operates in all 50 states and more than 60 countries. Through its Repicturing Rural initiative, Land O'Lakes aims to close the gap between how rural America is perceived and how it truly lives.

The campaign will be prominently displayed in Times Square and other high-profile locations, reaching audiences during a critical period for rural communities. 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. She will discuss the importance of accurate representation and the role brands can play in building a more complete picture of rural America.

The campaign will expand to additional metropolitan markets across the country in recognition of National Farmer's Day on October 12. This celebration of the contributions of farmers and rural communities aims to increase visibility for modern representations of rural life. According to Getty Images, searches for rural America imagery have increased by 22% in 2024 and continue to rise.

The growing Repicturing Rural collection is available now and will continue to be updated through early 2027. Getty Images works with over 600,000 content creators and over 360 content partners to deliver this powerful and comprehensive content. 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.

By placing authentic rural images in major metropolitan areas, Land O'Lakes hopes to challenge the perception of rural America and highlight the dynamic and innovative nature of modern rural communities. The campaign marks a significant step in the company's ongoing efforts to accurately represent the diverse and complex reality of rural life.