Only three weeks into a seven week campaign, the largest ever on-pack promotion run by Red Tractor Assurance (RTA) has already proven to be the most successful ever.
Designed to encourage shoppers to buy more Red Tractor food, the seven week on-pack campaign gives shoppers the chance to win a Farm Stay mini break worth £350 (one a day for 49 days). The promotion is being carried on all categories of Red Tractor pre-packed branded goods, including meat and poultry, dairy, cereals and fresh produce in most of the major multiple retailers. At the end of week three, RTA has already received more than 35,000 competition entries; the highest ever number for a promotion such as this.
In addition, celebrity brand ambassador for Red Tractor, Alex James, has spoken about the promotion, and the need to support Red Tractor farmers by looking for the logo, on almost 50 regional radio stations reaching over 10 million listeners.
Farmers have also played a vital role in raising awareness, with many giving up their time to talk to shoppers outside supermarkets and explain just how important it is to look for the logo on pack.
Others have supported RTA’s social media campaign, by sharing or re-tweeting details of weekly competitions to win Red Tractor related prizes. And many have contributed to a weekly blog (which can be found at www.redtractor.org.uk/news) to explain to consumers what really happens on a Red Tractor farm.
Retailers have been supportive too, highlighting the promotion on their websites and in-store magazines and though social media and customer newsletters.
RTA marketing manager, Andy Thompson, said: “We’re not even half way into the promotional period yet, but already we’ve have seen record levels of traffic to www.redtractor.org.uk as a result of the on-pack competition. So as well as encouraging shoppers to look for the logo on pack we are also increasing understanding of the standards that lie behind the scheme, which has got to be good news!
“With a few weeks still to go, we would like to encourage farmers - and everyone in the supply chain - to get involved. By doing what you can to encourage shoppers to look for the logo we can make a real difference to the awareness and understanding of Red Tractor. With interest in the Red Tractor logo at an all-time high now is the time for people to act.”
RTA is encouraging farmers to support the campaign on social media, by sending stories, pictures and videos using #TrustTheTractor.
