Red Tractor has launched a dedicated campaign to inform and persuade shoppers of the benefits of supporting the traceable, safe and farmed with care principles behind much of the food that they buy, ahead of Christmas.
A core part of Red Tractor’s strategy is to help advance and protect the UK food industry. The Red Tractor logo acts as a signpost for shoppers who want to support hardworking British farmers, particularly during this time of acute supply chain disruption and government drive for free trade agreements.
The scheme’s targeted advertising approach has broadcast video on demand at its heart and is aimed at the principal shopper in every household. The new campaign is heavily weighted towards digital, social channels and print media to reach time-poor consumers who shop keenly on price.
It is expected to reach around two million unique viewers as they catch up on the nation’s favourite shows, including The Great British Bake Off, Grand Designs and Our Yorkshire Farm.
Growing trust in food
Findings from the recent Trust in Food Index has revealed that the UK public overwhelmingly backs British food as safe, traceable and good quality, and one of the main reasons behind this confidence is an implicit trust in the systems of regulation and assurance that exists here.
New figures from Red Tractor’s build on these findings and, show that most British consumers trust Red Tractor, a key pillar in the UK’s system of standards and regulation.
More than £14 billion worth of home-produced food and drink sold in the UK bears the Red Tractor certified logo, having met rigorous standards throughout the supply chain – from farm to pack.
Research from YouGov has found that around three-quarters of shoppers who are aware of Red Tractor said it as an independent source they can trust, with four out of five people saying that they actively looking for the logo when buying food.
Jim Moseley, Red Tractor’s chief executive, said: “At this time of unique change and pressure on British farming, and the unprecedented scrutiny and uncertainty over the food we eat, we know that the priority for consumers is having high quality, safe and affordable food that is farmed with care.
“The Red Tractor logo means that the food they buy has been responsibly sourced, safely produced and comes from British crops and animals that have been well cared for.”