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.

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.

Then, we launched a social series that really shows off country roots.

Over 2 Billion Earned Media Impressions

What if a brand could help launch the next great country artist?

To bring Life Out Here to life, we launched a yearlong Emerging Artists Program designed to discover and elevate the next generation of country music talent.

Guided by mentors including Lainey Wilson, Ashley McBryde, and Dustin Lynch, five artists from rural America were selected to write original music, record in Nashville, open for Lainey, and ultimately perform on the Grand Ole Opry stage.

The series transformed a brand partnership into a recurring content franchise that audiences could follow throughout the year.