Red Tractor campaign created 304m awareness opportunities

Red Tractor Assurance (RTA) has reported that its largest ever on-pack promotion has been a phenomenal success, massively raising public awareness of the Red Tractor scheme.

Over 120,000 people entered an RTA competition, offering the chance to win a £350 farm stay UK mini break every day during the seven-week promotional period. This was six times the usual response level for this type of campaign. In addition, almost 37,000 people opted to receive regular email updates from RTA.

“The response has been absolutely incredible,” said RTA marketing manager, Andy Thompson, adding that as well as driving record levels of traffic to the RTA website, the campaign reached 570,000 people via Facebook and Twitter.

Combined with supporting radio and TV coverage, featuring celebrity brand ambassador for Red Tractor, Alex James (pictured above), the campaign generated a total of 304 million opportunities to see red tractor messaging.

“We set out to encourage shoppers to look for the logo, and raise awareness and understanding of the standards that lie behind the scheme,” said Mr Thompson. “These figures demonstrate that we have achieved that on a massive scale.”

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