A brand new television advert promoting Red Tractor food and farming standards will air for the first time today, marking the start of the assurance scheme’s biggest ever marketing campaign.
The advert will be broadcast during ITV’s The Chase, which is regularly watched by up to five million people.
Over the next eight weeks it will appear during some of the UK’s most-watched shows – including Coronation Street, Emmerdale, Saturday Night Takeaway and Gogglebox – supported by social media, on-demand services, and digital channels.
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.
“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, the scheme saw recognition amongst UK primary shoppers increase by from 65% to 76%.
The new advert follows the creative inspiration of its predecessor, but this time follows a mainstream mum shopping for her family and discovering the values that underpin the Red Tractor logo.
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.”
New Red Tractor advertising campaign targets 45 million people
By Chloe Ryan
Chloe Ryan
Editor of Poultry Business, Chloe has spent the past decade writing about the food industry from farming, through manufacturing, retail and foodservice. When not working, dog walking and reading biographies are her favourite hobbies.