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KFC puts Red Tractor on bucket

Kentucky Fried Chicken (KFC) is introducing the Red Tractor logo on pack for the first time this autumn and the fast food restaurant chain will also highlight its assurance credentials with national press advertising and a social media campaign during Red Tractor Week (15 – 21 September).

From this month, the Red Tractor logo will feature prominently on all buckets on sale in KFC stores throughout Britain, along with the wording: ‘Only Grade A quality chicken, freshly prepared in our kitchen all day, every day. Original Recipe® Red Tractor Assured chicken on-the bone.’

KFC, a subsidiary of Yum! Brands, is transparent about its sourcing policy for chicken, stating on its website that ‘All of our Original Recipe® chicken on the bone comes from farms in the UK and Ireland. The company sells around 15 million Family Feast, Wicked Variety and Bargain Buckets a year. The Red Tractor logo will feature across all of these.

Supporting Red Tractor Week 2014

KFC is supporting Red Tractor Week, using the opportunity to promote its sourcing policy by running a full page advertisement in The Sun on Sunday during the Week. It will also encourage customers to get involved in a social media photo competition designed to get people looking for the logo during Red Tractor Week. Entrants stand the chance of winning a luxury UK farm stay visit simply by uploading ‘farm to fork’ themed pictures to social media channels using the hash tags  #TrustTheTractor.

CSR Director for KFC UKI, Ian Hagg, said: “One hundred per cent of our Original Recipe® Chicken on the Bone is Red Tractor certified and comes from over 500 UK farms. We are proud of our association with Red Tractor standards of welfare and we want our customers to know about it; that’s why we took the decision to put the logo on pack. The new-look buckets will be in stores in time for Red Tractor Week, providing the perfect opportunity to promote our independently audited quality assured chicken to customers.”

Brand executive for Red Tractor Assurance, Georgina Park, said: “We’re delighted to hear that the KFC’s famous buckets will now feature our logo. Around 64% of shoppers currently recognize the Red Tractor logo and that number will continue to grow as more brand owners sign up to the Red Tractor scheme and tell their customers about it by using the logo in a prominent position on pack.

She added: “Red Tractor Week provides a fantastic opportunity for the whole industry to get involved and raise awareness of quality assured Red Tractor products. Over 650 processors and packers are licensed to use the logo on pack; that equates to £12 billion worth of food products each year. Major multiple retailers, foodservice operators and FMCG brands use the logo because they want their products backed by the Red Tractor standards. We are encouraging all our licensees to make the most of the opportunity to promote their products in the run up to, and throughout, Red Tractor Week.”

For more details of the Red Tractor Week social media photo competition see: www.redtractorweek2014.co.uk

For further information, please contact HD Communications Limited: Rosanne Woodberry, T: 01932 877244 E: rosanne.woodberry@hdcommunications.co.uk  Nicki Dallison, T: 01932 877241 E: nicki.dallison@hdcommunications.co.uk

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