The advert involves a mother shopping for her family and discovering the values that underpin the Red Tractor logo. She then goes on a journey from supermarket to farms and back again to learn how Red Tractor’s standards are met across a range of sectors including sheep, dairy and fresh produce.
Red Tractor expects 45 million consumers to watch the advert before the May Bank Holiday weekend, which represents a 20% increase in viewers compared to its 2020 campaign.
Over the next eight weeks the advert will appear during some of the UK’s ‘most watched TV shows’ including Coronation Street, Saturday Night Takeaway and The Chase.
Jim Moseley, chief executive of Red Tractor, said: “Red Tractor is already the most trusted assurance scheme in the UK, with 76% of shoppers aware of the logo, seeing it as an independent source they can trust. That’s equivalent to 15.5 million shoppers.
“We want to keep growing recognition and understanding of the scheme and the logo, and so the campaign will cover as many of Red Tractor’s sectors as possible, demonstrating how we cover a vast array of products found in shops.”
Over the course of the previous two-year TV campaign, the scheme saw recognition amongst UK primary shoppers increase from 65% to 76%.
Richard Cattell, head of marketing at Red Tractor, added: “Our farmers take enormous pride in the food they grow and rear to feed us, so it was important that this care was replicated in the production of this advert.
“Our previous campaign really chimed with consumers, so we’re excited to bring back some of the characters and visual charm, and hope that we can make supermarket navigation for those shoppers who are looking for food that is safe, traceable and farmed with care, that bit easier.”