Tractor Mad Farmer Tour

Two years ago, we gave Tractor the 2023 Best Marketing award in recognition of its debut ad campaign, “Escape the Ordinary,” a psychedelic cartoon odyssey starring a sentient plastic cup. Since then, the organic, non-GMO fountain drink maker hasn’t lifted its foot off the gas. It’s added a new chief brand officer, secured $15 million in fresh funding and supercharged its on-premise reach through a new multi-year alliance with AEG. 

Even amid this rapid growth, Tractor remained committed to doing “business as unusual” – driven by its belief that food and beverage should nourish people and the planet. 

This year, we’re recognizing Tractor for its Mad Farmer Tour, a guerrilla-style nationwide marketing campaign that took the brand “out in the wild,” literally, while highlighting its ties to independent farmers and regenerative agriculture. For seven months, the brand zigzagged across the country in a retrofitted Airstream trailer hosting beverage tastings and community gatherings, proving that storytelling doesn’t need a studio, just purpose, creativity and a roadmap.