Hand-Drawn Animated Spot Created by Progress Studios Features Duran Duran’s “Ordinary World” Performed by Grammy-Nominated Artist Valerie June
Tractor Beverage Company, the first and only certified organic, non-GMO beverage company dedicated to foodservice, is launching its debut consumer ad campaign that takes industry monoliths head on.
Farmer-founded, the Tractor team is on a mission to create a cleaner, healthier planet, one drink at a time. Proudly served in over 5,900 locations across all 50 states including Chipotle, PLNT Burger, Kevin Hart’s Hart House, WOWorks’ Saladworks, Garbanzo Mediterranean Fresh and more, Tractor’s thoughtfully crafted drinks feature clean ingredients that deliver on taste, functionality, and experience, without any of the bad stuff.
But being the new beverage company on the block is tough in a competitive environment with limited fountain space and a QSR landscape dominated by legacy soda conglomerates. Taking on the role of David against these Goliaths, Tractor has grown rapidly from local eateries and chef-driven concepts to larger partners and channels looking for something exciting to serve their guests. But with industry monoliths taking notice and attempting to prevent Tractor’s expansion, the brand decided to take their mission and their message directly to consumers.
“From the start, it’s been our goal to be a catalyst for democratizing organic in our quest to create a more accessible and sustainable food system. We’re out to disrupt foodservice by making organic beverages, often viewed as out of reach for many, available and accessible to all, wherever they eat out of home,” said Kevin Sherman, Chief Executive Officer for Tractor Beverage Company. “Tractor entered the arena with giants and legacy brands, knowing enough to be dangerous, but not enough to be intimidated. We believed that our business model could make a difference on our farms and in our communities, which is why we’re taking our vision straight to the consumer with this new ad campaign.”
Tractor’s new disruptive ad campaign will run nationally on connected TV, in digital streaming, cinema and out-of-home this summer. It was created by Progress Studios, a new agency formed to work with progressive challenger brands, who are committed to transforming traditional markets.
The star of the new campaign is “Escape the Ordinary,” a :90 second spot (also available in :30 and :15 versions) launching July 10 that taps into the spirit of the organic brand with animation that is all hand drawn, lending a beautifully organic and very tactile nature to the visuals. “Escape the Ordinary” tells the story of a cup that dreams of a deliciously beautiful world, but is stuck in a dystopian cityscape populated by only four different kinds of drinks – a representation of the limited beverage choices available at standard quick serve restaurants.
The soundtrack features Duran Duran’s beloved ‘90s ballad “Ordinary World” – the first time the song has ever been licensed for commercial use – in a fresh interpretation performed by Valerie June, a Grammy-nominated artist from Tennessee. Directed by Andy Baker and produced by Hornet, a multidisciplinary production studio with two decades of experience producing award-winning work, the spot is undeniably classic yet completely contemporary.
“Today’s consumers have beverage options everywhere except in foodservice, where legacy players and restrictive contracts limit their choice to artificial sodas brimming with high fructose corn syrup and preservatives – or a cup of water,” said Justin Herber, Tractor’s Chief Brand Officer. “With this campaign, we’re letting people know that they don’t have to accept the same choices they have been given for the last 50 years. Tractor is here to fill their cup!”
Founded with a mission to create better beverages for all, Tractor Beverage Company is the first and only certified organic, non-GMO full-line beverage solution for foodservice. Tractor’s artfully crafted drinks feature clean ingredients that deliver on taste, functionality, and an innovative consumer experience. 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. Tractor is also the first beverage brand to track and disclose impact data about its ingredients through the Organic Impact Tracker, quantifying the benefit of sourcing organic versus conventional ingredients. 115 million+ Tractor drinks are served annually in more than 5,900 locations across 50 states, with a portfolio of 28 uniquely flavored, Certified Organic and non-GMO craft refreshers, lemonades, and premium craft sodas as well as organic frozen and organic mixology.
In 2022, Tractor Beverage Company ranked No. 216 on the Inc. 5000 list and No. 10 in the Food and Beverage category on the publication’s prestigious list of the fastest-growing private companies in America. Tractor was named to Fast Company’s annual list of the World’s Most Innovative Companies in 2021. For more information, visit drinktractor.com or follow along on Instagram at @drinktractor.
Progress Studios is a New York City-based agency founded in 2023 with a mission of working with progressive brands that have high potential for transforming business as usual in their categories.
CLIENT
Tractor Beverage Co.
Justin Herber – Chief Brand Officer / CMO
Chrystie Heimert – VP of Communications, Partnerships & Impact
Ioné Sterental – Director of Brand and Integrated Marketing
AGENCY
Progress Studios
Matt Evans – Creative Director, Art Director
Al Kelly – Executive Creative Director, Copywriter
Paul Schmidt – Account Lead
Jeremy Arth – Broadcast Producer
Patrick Oliver (Pretty Good Songs)- Music Producer/Supervisor
Ways & Means (Media Planning/Buying)
Diana Bormuth- Founder
Karen Halstead- Founder
Paige Weber- Associate Media Director
PRODUCTION
Director – Andy Baker
Creative Director – Lucia Davies
Production Co – Hornet
Managing Partner – Hana Shimizu
Head of Production – Karen Lawler
Head of Creative Development – Kristin Labriola
Executive Producer – Greg Bedard
Production Supervisor – Dez Stavracos
Associate Producer – Madeline Metolius
Additional Producing – Nico Benenati
Senior Editor – Anita Chao
Assistant Editor – Cole Bannick
BTS Editor – Matthew Sandager
Production Coordinator – Ali Reed, Judy Tam
Talent Coordinator – Lizzy Dolce
Pre Production
Storyboard Artist – Sami Healy, Andy Baker
Character Designer – José Domingo, Kaycee Nwakudu
2D Prep – Ty Enos
Environment Designer – José Domingo, Bryan Jimenez, Andy Baker, Guy Field, Cristian Martinez, Pete Sharp, Hannah Kim, Erin O’Connor, Ollie Scott
2D
Animation Director Support – Natalie Labarre
Animators – Sami Healy, Ty Enos, Hyo Bin Kang, Matthew Corsillo
Jr Animator – Kaycee Nwakudu, Mamadou Barry
Cleanup Animators – Hazel Zheng, Josh Brennan, Ciara Bresnahan, Amália Lage
Lead Compositor – Tavet Gillson
Compositor – Ted Wiggin, Bil Thompson, Tavet Gillson
BTS Compositor – Tavet Gillson
Motion Design
Designer / Animator – Tavet Gillson
Audio
Sound Company – Mophonics
Sound Designer – Jeff Bryon
Mix Engineers – Stephan Altman, Calvin Rezen
Executive Creative Producer – Jean Scofield
Creative Producer – Kris Roggemann
Associate Producer – Chrissy Mihaljevic
Vocals – Valerie June (Fantasy Records)
SONG
“Ordinary World”
Written by John Taylor, Simon Le Bon, Nick Rhodes and Warren Cuccurullo
Published by:
Skintrade Music Ltd (PRS)
All rights on behalf of Skintrade Music Ltd administered by WC Music Corp.
and
Private Parts Music
Administered by Kobalt Songs Music Publishing
