Blur star fronts biggest ever BBQ promotionThe month of May saw Red Tractor organise the UK’s biggest ever barbeque promotion – teaming up with Blur frontman, cheese maker and Red Tractor ambassador Alex James. The campaign celebrated the great quality seasonal food that UK farmers produce, coinciding with the start of the summer barbeque season. The promotion featured on packs of Red Tractor Assured products across all UK supermarkets. More than 11million consumers were reached through TV, radio and social media activity, and an incredible 21,000 consumers entered our competition to win tickets to a VIP barbeque hosted by Alex himself on his Cotswold farm.

The latest research into food

label recognition has shown

that more than two-thirds of

shoppers are aware of the Red

Tractor logo, with a staggering

55% saying that it infl uences

their food purchasing decisions.

This cements the logo’s

position as one of the most

recognised food assurance

brands in the UK, and your Red

Tractor team has had a busy and

successful year spreading the

message about quality British

food and drink.

PROMOTIONAL STICKERS ON PACK IN 2015

AWARE OF RED TRACTOR LOGO

SHOPPERS ARE INFLUENCED BY THE LOGO

PEOPLE REACHED BY PR WORK

Logo recognition increases as customers show they trust the tractor

There has been on-pack

promotion in most UK

supermarkets for a quarter of

2015 and more than 13million

promotional stickers have

appeared on everything from

assured fresh meat and poultry

to vegetables and fruit. And, in

excess of 140,000 Red Tractor fans

have entered our competitions,

encouraging them to fi nd out

what the logo stands for. In total,

our PR campaign has reached an

audience of over 48million through

press, TV and radio activity.

Farmers on fi lmTen new videos have been created to

allow the public to meet the farmers who

are behind Red Tractor food.

Each one features a different sector of

production and have been published on

the Red Tractor Facebook page, YouTube

channel and website.

They showcase the great work that

farmers do, and explain to consumers why

Red Tractor standards are important in the

production of food and drink they buy.

Go online to see the videos at www.redtractor.org.uk

RED TRACTOR ASSURANCE

A team approach In 2015, Red Tractor has been able to ensure that its messages are seen by a much wider audience, more frequently.

This has been achieved by teaming up with other food and farming organistions. A partnership with AHDB Beef and Lamb saw the creation of a digital campaign to support quality lamb. The Max and Maggie campaign ran across a number of sites targeted at mums aged 25 to 45-years-old, and across social media.

The digital adverts campaigned for mums to cook family meals with lamb.

Red Tractor Week raises awarenessRed Tractor Week 2015 saw the

largest ever on-pack promotional

activity take place.

Kicking off in September, the week was designed

to raise awareness of the logo and highlight the

standards behind the scheme. It included a seven-

week, on-pack campaign which ran across all

categories of pre-packed goods including meat

and poultry, dairy, cereals and fresh produce. Over

120,000 people entered the competition, offering

the chance to win a £350 Farm Stay UK mini break

every day for seven weeks – a six-fold increase in

the usual response level.

70,000 FANS - THE POWER OF SOCIAL MEDIA

To engage a broad range of people in Red Tractor’s

marketing work, social media has become a key tool.

The campaign to educate, entertain and inform people

through Twitter and Facebook has seen some great strides

made in 2015.

Red Tractor now has over 70,000 followers and fans, and

this audience is constantly fed messages about farming,

food and the logo.

A pumpkin-carving video, produced in October, attracted

190,000 views and, backed up by recipes and information about

the logo, is a great example of how the campaign is taking

every opportunity to talk consumers about trusting the tractor.

and instrumental in organising and supporting these events.

Farmers also got involved through a high profi le #TrustTheTractor social media campaign by telling consumers what they do and why supporting Red Tractor standards is so important. The objective was to get as many people as possible to make the connection between buying Red Tractor and supporting our farmers.

Demonstrating farmers’ passion and commitment to the Red Tractor is at the forefront of the scheme’s marketing initiatives.

Red Tractor Week saw farmers from across the country playing a vital role in promoting all that’s great about the logo

by taking themselves – and in some cases their tractors – to supermarkets across the country to talk to shoppers about why they should look for the logo on their food. The NFU, NFU Scotland, Ladies in Pigs and Ladies in Beef were fantastic

Thank you to our farmers our farmers.

supermarkets across the country supermarkets across the country