New advert campaign 'raises profile and understanding' of Red Tractor

Research has shown that shoppers are twice as likely to buy Red Tractor labelled produce when they understand the meaning behind the label
Research has shown that shoppers are twice as likely to buy Red Tractor labelled produce when they understand the meaning behind the label

A new million pound TV advertising campaign will help raise the profile of thousands of farmers behind an assurance scheme, the NFU has said.

The TV campaign by Red Tractor, launched yesterday (September 12) during an episode of Emmerdale, will run for 8 weeks and hopes to raise the awareness and understanding of Red Tractor with millions of shoppers.

The animated adverts will run on TV and digital channels and are designed to be fun and informative to appeal to shoppers with children.

The NFU has now backed Red Tractor's bid to become British food and farming flagship.

NFU President, Minette Batters said: “This new advertising campaign will raise the profile and understanding of Red Tractor, farmers and the fantastic job they do producing the nation’s food to high levels of animal welfare and environmental standards.

“Brexit is a game changer for British agriculture and ‘Brand Britain’ must be based on the integrity of robust food assurance.

“There’s never been a more important time to market and promote great British food and farming, and for us as farmers and growers to reach out to shoppers and encourage them to buy high quality, British produce," she added.

Research has shown that shoppers are twice as likely to buy Red Tractor labelled produce when they understand the meaning behind the label.