Red Tractor advertising campaign targets 45 million people
Red Tractor has launched a new TV advertising campaign to promote its food and farming standards. The advert marks the start of the assurance body’s biggest ever marketing promotion.
Red Tractor expects 45 million consumers to watch the advert before the May Bank Holiday weekend, which represents a 20% increase in viewers compared to its 2020 campaign.
CEO Jim Moseley said: “Red Tractor is already the most trusted assurance scheme in the UK, with 76% of shoppers aware of the logo, seeing it as an independent source they can trust. That’s equivalent to 15.5 million shoppers.
“Our farmers take enormous pride in the food they grow and rear to feed us, so it was important that this care was replicated in the production of this advert.”
“We want to keep growing recognition and understanding of the scheme and the logo, and so the campaign will cover as many of Red Tractor’s sectors as possible, demonstrating how we cover a vast array of products found in shops.”
Over the course of the previous two-year TV campaign, Red Tractor says the advert saw recognition amongst UK primary shoppers increase from 65% to 76%.
Head of marketing, Richard Cattell, added: “Our farmers take enormous pride in the food they grow and rear to feed us, so it was important that this care was replicated in the production of this advert.
“Our previous campaign really chimed with consumers, so we’re excited to bring back some of the characters and visual charm, and hope that we can make supermarket navigation for those shoppers who are looking for food that is safe, traceable and farmed with care, that bit easier.”