OoH Campaigns: Land O'Lakes Brings Rural America To Times Square

Land O'Lakes has teamed up with Getty Images and Clear Channel Outdoor to place imagery of contemporary rural America in high-profile advertising spaces across New York City and other major U.S. markets, according to invidis.com.

The out-of-home push debuted during Advertising Week New York, held Oct. 5–8, with placements in Times Square and additional high-visibility spots. The companies say the campaign will broaden to more cities in conjunction with National Farmer's Day on Oct. 12.

The visuals come from Repicturing Rural, a Land O'Lakes and Getty Images initiative that began in 2025 under the Modern Rural Collective banner. Its purpose: giving advertisers, publishers and media outlets a more representative picture of modern rural life.

Getty Images' VisualGPS research underpins the creative direction. The company reports that nearly two-thirds of rural Americans feel advertisers don't understand them, that just 5% of popular U.S. visuals show rural settings, and that searches for rural America imagery rose 22% in 2024.

To date, 38 photographers have contributed roughly 3,500 photos and videos to the collection, which Getty says will keep growing through early 2027. Clear Channel Outdoor is supplying the ad space, putting the work in front of urban viewers who may have little exposure to present-day rural communities.

"Our goal is simple: to close the gap between how rural America is perceived and how it truly lives," said Heather Malenshek, Land O'Lakes' senior vice president and chief marketing officer. The companies haven't revealed how many displays are involved or which additional cities will follow New York.