Campaign Imminent: Tractor Beverage Company taps new AOR as digital spend skyrockets (Score 31)

Sales Lead: Tractor Beverage (TB) recently selected Movement Strategy as its social and influencer AOR.

  • The agency will now handle account management, content development, and influencer marketing in order to support TB's mission and products.
  • Movement Strategy will design its social media efforts around engaging TB's current fanbase and build a stronger community to eventually lead to stronger brand engagement.
  • Movement Strategy has launched work for the company already, TB's first major consumer marketing campaign that starred influencer partner Valerie June.
  • I predicted that agency reviews would follow TB's June 2023 appointment of marketing SVP Gus Rios-Raggio.
  • The company is currently shifting toward utilizing its beverage platform to bolster organic farm practices.
    • This will support a more sustainable and flourishing future for consumers, farmers, and restaurants.
  • The company will likely:
    • Roll out additional new work
    • Shift strategy
    • Pursue additional influencer partnership opportunities
    • Ramp up digital/paid social spend
    • Seek additional new agency partners
  • Target demographic
    • B2C: Better-for-you (BFY) Gen-Z and millennials; farmers
    • B2B: Restaurants and potential retail distribution partners

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: So far this year, TB has spent roughly $2.2m on digital ads, more than 5x the roughly $394.2k spent by this point in 2022.
    • YTD data: The company has earned ~328.6m digital impressions YTD, 95% via Instagram ads and 5% via Facebook ads.
    • Last year: In 2022, TBC spent roughly $3m on this channel, 20% more than the roughly $2.5m spent in 2021.
  • Additional channel insights  
    • The company sponsors podcasts such as How Did This Get Made? and Add to Cart with Kulap Vilaysack & SuChin Pak.

Additional agency insights:

  • Opportunity: Reach out soon to offer creative, media, digital analytics, PR, experiential, programmatic, and/or multicultural services.
    • Additional agency reviews could easily follow this roster shift, especially considering TB's aforementioned June 2023 leadership shift.
  • Current agency roster:

Insight Sources: Digital spend insights estimated by Pathmatics; podcast insights by Podchaser.