Riding on the success of its BBQ promotion, Red Tractor Assurance (RTA) is urging retailers to be a part of its biggest ever on-pack promotional campaign later this year.
Taking place over seven weeks in September and October, and timed to coincide with Red Tractor Week (14th to 20th September), the promotion aims to highlight the standards behind the scheme and raise awareness of Red Tractor to consumers.
In an unprecedented move, it will be eligible to run across all Red Tractor pre-packed branded goods, including meat and poultry, dairy, cereals and fresh produce.
RTA marketing manager, Andy Thompson, said: “This has the potential to be the biggest on-pack promotion in the UK, appearing on £millions worth of assured foods. We hope that retailers and producers will be buoyed by the success of the recent BBQ promotion (27 April – 14 June), which featured on pre-packed barbecue meat ranges in the majority of stores, and join us once again in endorsing Red Tractor standards.
“As well as generating increased visibility of the Red Tractor logo and understanding of what it represents – which remains crucial at a time of continued heightened awareness around food sourcing – it will also highlight the breadth of food types on which the logo can be used.”
On-pack stickers giving shoppers the chance to win a Farm Stay mini break worth £350, (one a day for 49 days), will be made available to retailers taking part in the promotion. To find out whether they have won, customers simply have to visit the Red Tractor website, where they will find out more about the Red Tractor scheme as well as being notified whether they are a winner. Promotional artwork is already available to download from www.redtractor.org.uk/get-involved/RTW and can be in-store from 7th September.
Thompson continued: “The on-pack BBQ promotion, which generated more than 18,200 competition entries and some 10.8 million brand impressions, showed just how well this tactic works. However, the scale of products included in the autumn promotion means we expect to far exceed this total and bring the benefits of Red Tractor assured food to a greater audience than ever before.”
A high profile social media campaign to highlight the #trustthetractor message will once again run in conjunction with retailer activity, encouraging shoppers to look for the Red Tractor logo and in-store promotion, making it an opportunity not to be missed.
Alex James, the Red Tractor brand ambassador, will also be appearing on TV and radio w/c 14th September to promote the on-pack promotion and the start of Red Tractor Week.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
