Red Tractor has teamed up with celebrity ambassador and former children’s TV presenter, Angellica Bell to help celebrate its first 25 years, as it launches a new advert in the mainstream media today.
Red Tractor said the partnership will help drive consumer awareness of the scheme and the values it shares with its members and licensee partners.
Red Tractor CEO Jim Moseley said this is the first time Red Tractor is running a consumer public relations campaign alongside its TV and shopper advertising. “The campaign taps into the nostalgia of cooking together with loved ones and spending quality time with family in the kitchen,” he said.
Red Tractor has already spread this message in recent months through creator content across Instagram and TikTok, reaching over 367,000 users to date.
Its new consumer marketing campaign, ‘With You For 25 Years’ highlights the role Red Tractor has played in family kitchens for 25 years, working closely with British farmers and food businesses to ensure ingredients are traceable, safe and responsibly produced.
It cited research showing that 87% of adults believe it’s important to keep traditional recipes alive, such as roast dinners and bangers mash, to toad in the hole and bubble and squeak. The same research revealed that 75% of people consider buying British produce and supporting British farmers when they shop for their family an important factor.
Former childrens’ TV presenter Angellica Bell hosted an intergenerational cook-off with three families preparing their favourite nostalgic dishes that have been passed down through the generations. You can find out more here: ‘Recipes to Remember’.
New advert
Red Tractor’s new advert – With You For 25 Years – launched days after the Advertising Standards Authority upheld a complaint against its old one, is now live across mainstream TV channels and will feature on ITV, Sky, Channel 4, Film4, E4 and Channel 5 over the next month.Advertising is also running across radio, video on demand and in store at selected supermarkets. The campaign is expected to reach 93% of UK shoppers, making it the largest ever run by Red Tractor in terms of both the reach and number of channels used.
Red Tractor said: “The advert introduces a new creative style with more dynamic and emotive storytelling through our family of characters, created using computer-generate images (CGI). This is an evolution of our previous advertising both in style and message, which you may have seen in press coverage recently in connection to an ASA ruling.”