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Assured Foods Standards

Task

Increase awareness and understanding of Red Tractor as the food assurance scheme reached the £7 billion mark on UK food.


Approach

Celebrity chef James Tanner led a week-long series of events and activities publicised through a media relations programme and supported by in-store promotions, sampling and events. A Red Tractor race in Covent Garden with three MP’s provided a visual spectacle and a celebrity recipe cookbook drove coverage and sales. Liaison with the NFU harnessed support in the regions.


Impact

Coverage generated was estimated to reach three out of five UK Mums. The profile of Red Tractor was raised among key influencers such as MP’s, government officials and industry bodies. Raised awareness led to serious new business enquiries for Red Tractor from leading FMCG brands such as Country Life and Nestle and use of the logo grew by 40%.