BPEX to fund TV ad campaign

BPEX is to run a three-week television campaign from late january to explain what the Red Tractor pork scheme is all about.

A documentary-style advert for pork, fronted by Jimmy Doherty, will run from January 22 to February 16 on Channel 4, More4, Good Food and 4oD.

BPEX head of marketing Kirsty Walker said it was a great opportunity to raise awareness of Red Tractor as a whole, as well as specifically for pork.

“The timing of the TV burst is also very important in view of the current differential between domestic and European prices,” she said.

“It’s important to explain what the Red Tractor stands for and to ask people to think about their choice and look for the logo when they’re shopping for pork and pork products.

“We’re aware of the risks of the pig market taking a downturn in the January, and we’re running these adverts at this time to increase the profile of pork and understanding of the Red Tractor mark.”

The campaign has been developed to engage consumers with the Red Tractor mark and begin to build loyalty at a critical time for pig farmers, pork processors and retailers who support Red Tractor pork. As well as the presence on TV, there will also be supporting PR activity.

In the advert, Jimmy Doherty urges audiences to ‘Trust The Tractor’, providing context around the Red Tractor mark so that consumers understand its importance and purchase responsibly produced pork with confidence.

The 30 second ‘Trust The Tractor’ TV ad will be supported by a host of online content, in which Jimmy credibly articulates the benefits of the Red Tractor assurance scheme.

A series of three online videos will be hosted on the Channel 4 website, while 30-second ads for films will run on 4oD, appearing before food and factual programmes with prompts to click through to the full length versions. Online banner advertising will also run throughout the 4oD website.

To find out when the ad is appearing go to www.lovepork.co.uk/red-tractor-pork/give-a-fork-about-your-pork/ where the advertising schedule will be available a week in advance of being broadcast. You can also see the other videos of Jimmy talking about the Red Tractor pork scheme

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