Red Tractor’s first ever national TV advertising campaign got underway yesterday, during an episode of popular soap Emmerdale.
The advert is due to be shown nearly 700 times this week, including during Good Morning Britain, Jeremy Kyle, Loose Women and Come Dine With Me.
If you haven’t seen it yet you can view it here
The £1.5m campaign, funded by increases in licence fees paid by those who use the logo, will aim communicate to consumers what sits behind the Red Tractor logo through national TV advertising, supported with print, digital and in-store activity.
Created by Mackinnon & Saunders, who made the Fantastic Mr Fox film, it is designed to increase shopper understanding of what the Red Tractor logo means and ‘the lengths it goes to, to ensure traceable, safe food that is farmed with care’.
Various sectors are featured on ‘trailers’ towed by a Red Tractor, with pork products appearing at the end.
Red Tractor also announced this week that it is introducing a tougher inspection regime, including more unannounced checks, from November, and that it intends to introduce new modular standards next year.