Written by Iain Hoey
A new animated television advert promoting Red Tractor food and farming standards will air begin airing today (March 22), kickstarting the assurance scheme’s biggest ever marketing campaign.
The advert will premier during ITV’s The Chase, which is regularly watched by up to five million people, and will continue to run over the next eight weeks during some of the UK’s most-watched shows – including Coronation Street, Emmerdale, Saturday Night Takeaway and Gogglebox, alongside a presence on social media, on-demand services, and digital channels.
Red Tractor is expecting 45 million consumers to watch the advert before the May Bank Holiday weekend, which will represent a 20% increase in viewers compared to its 2020 campaign.
“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,” said Red Tractor CEO, Jim Moseley.
The 30-second advert follows a ‘mainstream mum’ shopping for her family and ‘discovering the values that underpin the Red Tractor logo’. The animation tracks her journey from supermarket to farms and back again to learn how Red Tractor’s standards are met across a range of sectors including sheep, dairy and fresh produce.
“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,” said Red Tractor’s head of marketing Richard Cattell.
“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.”
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