In October, Red Tractor’s new TV advert launched across ITV, Channel 4, Channel 5 and Sky. The TV advert is the centrepiece of our wider ‘With You For 25 Years’ campaign, supported by radio, online and in-store advertising.
The new animated TV advert follows a British family over 25 years of mealtimes, spotlighting how the Red Tractor logo has been a symbol of safe, traceable and responsibly produced food throughout that time. The campaign is expected to reach 93% of shoppers on average seven times.
TV advertising campaigns are at their most effective when they establish a deep emotional connection with the viewer. By depicting relatable family moments, we are strengthening our emotional connection with consumers and reminding them of the value of choosing Red Tractor and the reassurance that brings. This encourages consumers to look for Red Tractor assured products when they shop and deepens their appreciation of the British farmers working daily to uphold world-leading standards in food and drink.
Modernising our visual style
We’ve evolved our existing stop-motion animation style into a new computer-generated imagery (CGI) format. This change has enabled us to modernise our visual style and deliver more dynamic and emotive storytelling in a cost-effective way. The new format also allows us to more easily utilise the characters and environments we have created across other channels including in-store marketing and social media.
A targeted approach to consumer PR
Alongside our advertising, we’ve been rolling out a targeted consumer PR campaign. We’ve worked with former children’s TV presenter and Celebrity MasterChef Winner, Angellica Bell, as well as 10 social media content creators, asking them to spotlight the nostalgic recipes that have been passed down through their families. This wholesome, family-focused content works hand-in-hand with the new TV advert in connecting with our consumers on a more emotional level.
On the launch day of our PR campaign, Angellica was joined by Red Tractor’s Member Communications Manager, Debbie Smith, on 12 regional and independent radio interviews, including BBC Cumbria, BBC Solent and Fix Radio.
The story also gained widespread coverage across online news and trade media, with articles published on The Express, the Mirror, Daily Star and the Grocer amongst others.
As part of the 25-year celebrations we also sponsored the Mixed Farmer of the Year Award at the 2025 Farmer’s Weekly Awards. It was a privilege to visit the Red Tractor assured farms shortlisted for the award and to host members who entered our competition to win tickets. Congratulations to Ashley Jones of Smeaton Farm, who won the award for his beef, sheep and arable farm in Cornwall.