Tractor Supply to Continue Partnership With Lainey Wilson as 2024 Brand Ambassador

Tractor Supply Company (NASDAQ: TSCO), the largest rural lifestyle retailer in the United States, announced today the continuation of its partnership with GRAMMY Award-winning and prolific singer-songwriter Lainey Wilson as a Brand Ambassador for 2024. In this role, Wilson will continue to authentically highlight Tractor Supply’s commitment to and passion for serving all those who enjoy living “Life Out Here.”

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Tractor Supply to continue partnership with Lainey Wilson as 2024 brand ambassador to promote and amplify Tractor Supply's commitment and passion for Life Out Here. (Photo: Business Wire)

To kick off the renewed partnership, Wilson stars in a new 30-second spot featuring her newest song Country’s Cool Again. Viewable on Tractor Supply’s social media and across select linear streaming platforms, the ad gives viewers a glimpse into Wilson’s life on the road, contrasted with her journey back to the farm where she grew up and the joys of Life Out Here. Click here to watch the new Life Out Here ad featuring Wilson.

“When the road turns to gravel, when the city becomes country, and the noise becomes music, that’s when you know you’re out here,” says Wilson in the new ad.

“Lainey's music and creative process remind us to slow down and appreciate Life Out Here,” said Kimberley Gardiner, chief marketing officer of Tractor Supply. “Her connection to this way of life fuels her, just like it fuels us at Tractor Supply, and we look forward to continuing to share this passion in the next chapter of our partnership.”

“As a fifth-generation farmer’s daughter, Tractor Supply has played an integral part of my lifestyle from a young age,” said Wilson. “Originally from a town of 200 people, to now living out my dream playing music around the world, Life Out Here is true to my core. When I’m off the road, I’m spending time outside back at home on the farm enjoying the little things in life.”

In 2022, Tractor Supply debuted a TikTok-style TV spot starring Wilson, which aired for the first time during the Yellowstone Season 5 Premiere. The spot was inspired by Tractor Supply’s dedication to Life Out Here and featured Wilson’s latest release Live Off from her album Bell Bottom Country. And last year, Wilson served as curator of the Tractor Supply Emerging Artists Program to support and influence the next generation of country music stars. Wilson advised and played an active role in launching and executing the overall program, and served as a mentor to help launch the careers of rising artists and songwriters and their songs inspired by Life Out Here.