Bpex launches new television campaign

Bpex is to run a three-week television campaign on its Red Tractor pork scheme featuring TV presenter Jimmy Doherty.

The ad will be used as a tool to enlighten consumers on what the scheme entails at the same time as building loyalty.

It will be created in the style of a documentary, with Doherty urging the audience to trust the tractor.

Bpex head of marketing Kirsty Walker said: “This is a great opportunity to raise awareness of Red Tractor as a whole as well as specifically for pork. The timing of the TV burst is also very important in view of the current differential between domestic and European prices.”

Bpex further explained that the ad comes at a critical time for pig farmers, pork processors and retailers who support the Red Tractor.

“It is important to explain what the Red Tractor stands for and to ask people to think about their choice and look for the logo when they are shopping for pork and pork products. We are aware of the risks of the pig market taking a down turn in the January and we are running these adverts at this time to increase the profile of pork and understanding of the Red Tractor mark,” Walker added.

The television ad is part of a campaign which will also see supporting PR activity, in addition to three online videos.

The ad will be running from 22 January to 16 February on Channel 4, More4, Good Food and 4OD.

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