FarmersOnly, launched in 2005, was conceptualized to bring together people who enjoy "wide open spaces and blue skies". As the name explains, the dating site is meant for farmers, ranchers, cowboys/girls, and animal lovers looking to meet, date, and hopefully, fall in love. Setting themselves apart from the city-dwellers in "high heels, blue suits, and taxi cabs", FarmersOnly came up with the tagline "City folks just don't get it!".
They went viral and were featured in the news for their goofy video commercial (which now has over a million views on Youtube), but it did help them gain 5 million members; most of whom came from the US.