Tractor Supply Company’s platform – “For Life Out Here”– resonated with their long-standing, mostly rural, customer base. But for the company to grow beyond those roots, it needed to show that a “Life Out Here” was relevant to a wider audience. How could we broaden the retailer’s appeal to more people in an inviting and inclusive way?

We based our creative thinking on a key insight – that the reason TSC is such a fiercely loved brand - what sets the company apart from all other home improvement centers – are the incredibly neighborly employees who you’ll find at every store. So, TSC’s people became the focus of our first video campaign. It might not sound like a “breakthrough” insight, after all, retailers have been using their staff to help sell their products for centuries, but we immersed ourselves, working with one team member at one store, until they were so comfortable on camera that their friendliness and their expertise shone through in a warm and approachable way.

With video running across broadcast and paid social, this was just the start of bringing “Life Out Here” to more of the country. We also did season-specific versioning of the work, and designed graphics for special events and promotions.

The work helped the company navigate a highly dynamic year, ending FY23 with a 2.5% increase in net sales and continued market share growth.

Client: Tractor Supply Co
Agency: Lafayette American
Partners: WTP Pictures - Director - Keenan Wetzel
Role: Creative Director