Red Tractor aims to become food ‘flagship’
A million pound TV advertising campaign launched by Red Tractor is aiming to raise its profile as well as the producers behind the assurance scheme.
The first Red Tractor commercial will air tomorrow (Wednesday) on ITV during an episode of Emmerdale.
The animated adverts will run for eight weeks on TV and digital channels and are designed to be fun and informative to appeal to shoppers with children.
The National Farmers’ Union (NFU) has voiced its support of the campaign.
NFU president Minette Batters said: “This new advertising campaign will raise the profile and understanding of Red Tractor, farmers and the fantastic job they do producing the nation’s food to high levels of animal welfare and environmental standards.
“Brexit is a game changer for British agriculture and ‘Brand Britain’ must be based on the integrity of robust food assurance. There’s never been a more important time to market and promote great British food and farming.
“The message within these commercials is that Red Tractor food is safe, traceable and farmed with care, and to look out for the Red Tractor label on produce when shopping. Research has shown that shoppers are twice as likely to buy Red Tractor labelled produce when they understand the meaning behind the label.”
Red Tractor has also announced major changes to broaden the scheme and strengthen its inspections. New modules as part of its standards could cover areas such as enhanced animal welfare, organic and environmentally sustainable production.
The inspection programme is being strengthened with measures such as the introduction of a more comprehensive approach to unannounced on farm inspections.