Tel: 00 +44 (0)20 8544 6900


Red Tractor's 10th Birthday

Task

Mark the 10th anniversary of the Red Tractor food assurance scheme and raise awareness of its benefits


Approach

Red Tractor Week – a week long focus for media, trade, retailers and farmers led by celebrity ambassador and food campaigner Janet Street Porter. One to one briefings with media influencers preceded a London event to light the candles on a full size Red Tractor cake. The week was leveraged through in-store activity, media relations, promotions, schools activities, events and agricultural shows.


Impact

Over 250 pieces of coverage including 31 nationals and 48 broadcast was achieved around the week, with an advertising equivalent spend of £600,000. 16,000 school children participated with Red Tractor school meals and activities. Leaflets, stickers and key rings were distributed to over 75,000 people. 200% increase in traffic to the Red Tractor website and in-store support through product stickers and posters by Tesco, Sainsbury’s and Budgen’s.