Presentation – How Land O'Lakes Is Rewriting Rural America's Story

Rural America powers some of the country's most iconic brands, yet it remains one of the most stereotyped and underrepresented communities in media and advertising. Land O'Lakes saw that gap as an opportunity. Through the Modern Rural Collective, the brand evolved from agricultural cooperative to cultural convener, partnering with Getty Images to change how rural life is visualized in creative work and teaming with Imagine Entertainment to influence how it's portrayed on screen. Lynn Franz shares the playbook for how purpose-driven brands can shape culture, challenge misconceptions and unlock new audiences. Lynn Franz Senior Director of Marketing Excellence Land O’Lakes, Inc