Tractor Supply Company is the largest rural lifestyle retailer in the United States, serving farmers, ranchers, pet owners, gardeners, and others who embrace the ‘Out Here’ lifestyle. With customers who often have deep, firsthand knowledge of farming, livestock, and animal care, communicating authentically means understanding not just the products they use, but the lives they lead.

For one social media project, that meant finding a copywriter with an unusually specific combination of skills: professional creative expertise and real-world farming experience.

The Challenge

Tractor Supply’s team wanted social content that would resonate authentically with customers who own farms and care for livestock.

Their internal creative team knew the audience well, but farming is a world where small details matter. The right terminology, observations, and even seemingly minor word choices can make the difference between content that sounds credible to someone who works with animals every day and content that feels just a little off.

The challenge was finding a talented copywriter who didn’t simply understand the audience from a marketing perspective but who had actually lived the experience.

That’s a highly specific brief—and exactly the kind of challenge Wripple loves to solve.

The Wripple Solution

The right combination of skills and experience wasn’t something Wripple could find through a typical talent search. Tractor Supply needed an experienced copywriter, but the project also called for something much more specific: firsthand knowledge of farming and livestock.

Wripple broadened the search, reaching out across its talent network to uncover relevant experience and referrals while also tapping into a marketing community where experienced independent professionals connect. That effort surfaced several potential candidates with the specialized background Tractor Supply needed.

From those options, Tractor Supply selected a copywriter who was a very strong fit for the assignment. In addition to her professional marketing and copywriting experience, she had managed her own 20-acre working horse farm for 25 years.

She understood the subject matter Tractor Supply wanted to talk about because she lived it. She cared for horses, competed in dressage, and handled the everyday realities of running a farm, from managing livestock to maintaining pastures.

Once selected, she joined the Wripple platform and was able to get to work. She supported multiple social assignments, including copy to accompany existing creative and content tied to a planned event. Her firsthand experience gave her an instinct for the small details that mattered to Tractor Supply’s audience—the terminology, observations, and word choices that could make content feel more credible to people who worked with animals and managed farms themselves.

Instead of compromising on the brief, Wripple went beyond the usual search to give Tractor Supply a choice of talent with the specialized expertise the work required.

"Unless you’ve lived on a farm and worked on a farm and had farm animals, it’s just little word choices sometimes that could make the content more relevant to the folks you’re trying to reach.” - Carol M., Copywriter