Land O’Lakes may be best known for dairy, but its latest effort has little to do with selling butter. In this episode of The Big Impression, CMO Heather Malenshek joins hosts Damian Fowler and Ilyse Liffreing to talk about a campaign that’s aiming for something bigger: changing how rural America shows up in culture. Called the Modern Rural Collective, the initiative skips traditional ads entirely. Instead, it partners with filmmakers, writers and platforms like Imagine Entertainment and Getty Images to tell more accurate, nuanced stories about rural life. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.