Red Tractor experiences promotional success
Quality food assurance scheme Red Tractor has experienced its most successful promotion to date. This accomplishment comes only three weeks into the seven-week campaign.
The largest-ever on-pack marketing scheme is designed to encourage consumers to purchase more food carrying the Red Tractor logo by offering shoppers the chance to win a Farm Stay mini break, worth £350.
Red Tractor’s competition is taking place across all of its pre-packed good, which includes meat and poultry. After three weeks of running the campaign, the organisation has received more than 35,000 competition entries, the highest ever number for a promotion of this calibre.
“We’re not even half way into the promotional period yet, but already we have seen record levels of traffic to www.redtractor.org.uk as a result of the on-pack competition,” said the group’s marketing manager, Andy Thompson. “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!”
The campaign has also been receiving support from celebrity brand ambassador for Red Tractor Alex James, who has reportedly spoken on almost 50 regional radio stations reaching out to an estimated 10 million listeners.
Farmers have played a pivotal role in promoting Red Tractor Assurance, with several sacrificing their free time to communicate with customers outside supermarkets as to why they ought to be supporting the scheme.
Social media has been important in raising awareness for the scheme, with several re-tweeting details of weekly competition, while others in the industry have been supplying content for a weekly blog, detailing the ins and outs of life on a Red Tractor farm.
“With a few weeks still to go, we would like to encourage 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,” continued Thompson.
Farmers are continuously being asked to support the campaign by using social media, sending in their stories, pictures and videos and using the #TrustTheTractor tagline. More information can be found here.
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