New advertising campaign targets 45 million people
A brand new television advert promoting Red Tractor food and farming standards aired for the first time this week, marking the start of the assurance scheme’s biggest ever marketing campaign.
The advert was broadcast on Monday during ITV’s award-winning show 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 a strong presence on 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.
She goes on a journey from supermarket to farms and back again to learn how Red Tractor’s high standards are met across a diverse range of sectors including sheep, dairy and fresh produce.
As with the first advert Red Tractor aired, a huge amount of care and attention has been taken to ensure continued recognition while evolving the story.
Based on the same model building and animation style as the likes of Fantastic Mr Fox, every single scene and model has been handmade, right down to the bread loaves and individual fruit and veg on the supermarket shelves.
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.”
Last year, 37 million people in the UK saw Red Tractor’s TV advert, watching it an average of six times. In 2021, that number is expected to rise to an average of nine times.
Independent market research shows that 71% of shoppers say that their purchasing behaviour is positively influenced by seeing the Red Tractor logo, while 43% say they would trade up from a less expensive product to a Red Tractor product if they saw it.