Male Opps: Tractor Supply Company teams up with new brand ambassador (Score 52)

Sales Lead: Tractor Supply Company (TSC) just announced Lainey Wilson as its newest brand ambassador and launched its first work with her.

  • She will work alongside TSC to launch and execute its new emerging artist program, which will launch in 2023.
  • Additional current influencer partners include Melania Trump, Blake Shelton, and Donald Trump.
  • The company will likely:
    • Seek additional new influencer partners, especially in the country music world
    • Pursue acquisitions
    • Return to heavier ad spend to support the upcoming platform launch
    • Conduct agency reviews under its new CMO (more below)
  • Target demographic
    • Gen-X and boomers with a male skew
    • Its print media targets both English- and Spanish-speaking audiences.

Additional spending insights:

  • Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, TSC has allocated roughly $8m toward national TV commercials.
    • Last year: The retailer allocated about $17.4m toward this channel last year after having allocated 18% more, about $20.6m, in 2020.
    • 2022 ad programming: TSC's 2022 commercials have targeted Gen-X watching shows such as Yellowstone, The Ingraham Angle, FOX and Friends, Don Lemon Tonight, and Fixer Upper.
  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: The company has spent approximately $16.1m on digital impressions YTD.
    • YTD data: Since the start of 2022, TSC has earned ~2b digital impressions via Facebook (78%), Instagram (11%), desktop video (7%), and desktop display (3%) ads.
    • Last year: In 2021, the company's estimated full-year spend increased 8% to $22.7m from that of $21m in 2020.
  • Additional channel insights  
    • The company utilizes print (Hispanic magazines), radio, OOH, podcasts, and local broadcast.
    • TSC also utilizes cause marketing via a partnership with Miranda Lambert that supports the MuttNation Foundation pet line and her animal welfare commitment.

Additional agency insights:

  • Opportunity: If you haven't yet done so, contact soon to get on the radar of TSC's relatively new CMO, Kimberley Gardiner.
    • ​​​​​​​We have not yet heard of any roster shifts following her hire.
  • Current agency roster:
    • Barkley: Creative AOR​​​​​​

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.