Tractor Beverage Company Selects Movement Strategy as Social Agency of Record

By Kyle O'Brien 

Tractor Beverage Company, a fast-growing beverage brand and, according to the brand, the first and only certified organic, non-GMO beverage solution for foodservice, has chosen Movement Strategy as its social agency of record. The partnership will encompass account management, content development and influencer marketing, all geared towards promotion of Tractor’s mission and products.

“This is a company doing great work providing cleaner options in foodservice and changing the beverage industry for good with choice and sustainable offerings,” said Movement Strategy CEO Jason Mitchell in a statement. “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.”

Tractor beverages are featured in more than 6,000 restaurant locations across all 50 states, including Chipotle and Saladworks. 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.

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“As our influence grows and we connect with more consumers, we’re thrilled to partner with Movement Strategy,” said Ioné Sterental, director of brand and integrated marketing at Tractor in a statement. “The team brings a fresh perspective that promises to supercharge our social efforts and strengthen our fanbase.”

The partnership’s first project with Tractor is the promotion of its first major consumer marketing campaign, featuring soul, gospel, folk and bluegrass star Valerie June, who sings Duran Duran’s “Ordinary World.” The animated spot was created with Progressive 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.

“This is an exciting time for a beverage industry in need of new voices,” said Mitchell. “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.”

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