Tractor Beverage Company Selects Movement Strategy as Social Agency of Record

Aug. 09, 2023

Tractor Beverage Company, one of North America's fastest-growing beverage brands, has chosen Movement Strategy as its Social Agency of Record. The partnership will encompass a wide range of responsibilities, including account management, content development, and influencer marketing, all geared towards promotion of Tractor's unique mission and products.

As the first and only certified organic, non-GMO full line beverage solution for foodservice, Tractor beverages are featured in more than 6,000 restaurant locations across all 50 states. Tractor's vision is to use its beverage platform to expand organic farm practices and, in turn, lead the way to a more sustainable and flourishing future for restaurants, consumers, and farmers.

Movement Strategy CEO Jason Mitchell explained:

"This is a company doing great work providing cleaner options in foodservice and changing the beverage industry for good with choice and sustainable offerings. That’s what makes them such an exciting partner. It’s a company that’s a perfect fit for our ‘always on’ approach to social-centric thinking. By continually coming up with ways to break through, we’ll help them generate word-of-mouth and earned media attention – whether it's through a Twitter campaign one week or working with influencers the next. What matters to us is delivering the biggest results for their team."

 

The partnership’s first project with Tractor is the promotion of its first  major consumer marketing campaign, featuring renowned soul, gospel, folk, and bluegrass star Valerie June, with creative collaboration from Progress Studios. Movement Strategy's social media efforts will aim to engage Tractor's existing fanbase and foster a stronger community, ultimately driving greater brand engagement.

Ione Sterental, Director of Brand and Integrated Marketing said:

"As our influence grows and we connect with more consumers, we're thrilled to partner with Movement Strategy. The team brings a fresh perspective that promises to supercharge our social efforts and strengthen our fanbase."

 

According to Mitchell, this collaboration comes at a crucial time for the beverage industry, as consumers increasingly seek out new voices and expect more from the brands they support.

Mitchell continued:

"This is an exciting time for a beverage industry in need of new voices. With Tractor at the forefront of a shift in what people expect from the brands they support, there’s so much opportunity for them to stand apart and for us to help tell their story. We can’t wait to get started."