Red Tractor has launched a TV advertising campaign to remind consumers ‘When the Red Tractor’s there, your food’s farmed with care’.
Proving the point
Voiced by broadcaster, Sara Cox, a cast of familiar characters return to share an ongoing series of proof points that demonstrate how Red Tractor ensures food is responsibly produced and meets the scheme’s rigorous standards.
Each ten second advert focuses on an area we know consumers care about, to help them with their purchasing decisions. Red Tractor will roll out more and more facts as the campaign continues throughout the rest of the year.
Contributing to a better future
New advertising from Red Tractor comes at a vital time for the UK food sector. The cost-of-living crisis is having a big impact, with shopping and eating habits changing.
So, the new campaign highlights that, even in these price-conscious times, consumers can still buy British food that is assured to our rigorous standards, just by looking for the Red Tractor logo. This was, shoppers can also contribute to a better future for British agriculture, farmers, growers and producers.
Every year, Red Tractor assures the entire journey of £14 billion worth of food and drink, right across the supply chain, from farming and transportation to production and packing.
The new advertising reminds consumers that the Red Tractor logo is a symbol they can trust. Research has found that Red Tractor is the most trusted assurance scheme in the UK, with 76% of main shoppers (equivalent to 16.1 million shoppers) aware if the logo, seeing it as an independent source they can trust*.
Created with care
This is the fifth major advertising campaign drive that Red Tractor has invested in for its 46,000 farmer members and food and drink licensees. It sees the return of award-winning stop motion studio Mackinnon and Saunders (famed for their work on Fantastic Mr. Fox and Guillermo Del Toro’s Oscar-winning Pinocchio) who produced the campaign. Beyond TV, the campaign will also appear on social media channels, on-demand platforms and Red Tractor’s own websites.
When the Red Tractor’s there, your food’s farmed with care.
*Red Tractor Brand tracking survey, YouGov (May 2022)