In a move to promote British-produced food ahead of Christmas, Red Tractor has launched a dedicated campaign to inform and persuade shoppers of the benefits of supporting the traceable, safe and farmed with care principles behind much of the food that they buy.
The new campaign is heavily weighted towards digital, social channels and print media to reach time-poor consumers who shop keenly on price, with a targeted advertising approach that has broadcast video on demand at its heart and is aimed at the principal shopper in every household.
It is expected to reach around two million unique viewers watching the nation’s favourite shows, including The Great British Bake Off, Grand Designs and Our Yorkshire Farm.
The push follows recent findings from the Trust in Food index, which revealed that the UK public overwhelmingly backs British food as safe, traceable and good quality.
Jim Moseley, Red Tractor’s chief executive, said: “Research shows that more than three quarters of UK primary shoppers (21.5 million) are familiar with the Red Tractor logo, and four out of five people actively look for the logo on pack, making it the most trusted food marque in the UK.
“This is not only fantastic news for Red Tractor, but more importantly it’s a huge seal of approval for the hard work and commitment of the millions of people who work in the UK food industry.“