Red Tractor to run biggest ever BBQ promotion
Red Tractor Assurance (RTA) is urging multiple retailers, brand owners and the foodservice sector to get behind this year’s summer promotional campaign.
In a bid to drive further consumer awareness and understanding of Red Tractor standards, as well as demand for Red Tractor products, RTA will be giving away a Napoleon Grills barbecue, worth £500, every single day for an eight-week period during the barbecue season (9 May–3 July).
Unlike last year’s promotion, which ran mainly on pre-packed meat ranges in major retailers, this year the on-pack promotional labels can be applied to all categories of Red Tractor packed branded goods, including meat and poultry, dairy, cereals and fresh fruit and vegetables.
The promotion will also be made available to foodservice businesses that are registered to use the Red Tractor logo, so they can feature the details on menus or consumer-facing point-of-sale (POS) materials.
RTA marketing manager Andy Thompson said: “Last year’s barbecue promotion was phenomenally successful; our on-pack offer ran on five million packs of pre-packed products across 1,000 lines, generating over 22,000 entries into the competition and driving record levels of traffic to www.redtractor.org.uk. However, our 2015 autumn promotion, which ran across all Red Tractor packed products (on around 10 million packs), smashed all records, resulting in more than 111,000 competition entries and 12.2 million brand impressions via social media.
“By extending our barbecue promotion to cover all Red Tractor products and also making it available to the foodservice sector, we expect to see Red Tractor products flying off the shelves this summer and consumer interest in the logo to be higher than ever. The prize itself is hugely aspirational and, with daily opportunities to win, consumers are bound to get excited by it.”
The on-pack promotion will be supported by a consumer PR, online marketing and social media campaign to remind shoppers why they can Trust The Tractor, telling them that the logo confirms the product they are purchasing has been produced to some of the most comprehensive and respected standards of food safety, hygiene and animal welfare in the world.
Regular barbecue-related e-mails and video content will be pushed out throughout the promotional period, and weekly social media competitions will keep the Red Tractor barbecue buzz going.
Thompson added: “Brits love a barbecue, particularly around major sporting events, so with UEFA Euro 2016 set to kick off midway through the promotional period (10 June), this promotion has the potential to be the biggest yet. As well as carrying the competition label on-pack, retailers, brand owners and foodservice operators can get behind it by featuring the promotion on websites, in-store radio/POS and across other marketing materials. We are encouraging all Red Tractor licensees who haven’t already signed up to contact us now to register their interest in taking part.”
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- red tractor
- foodservice sector
- promotional campaign
- year’s summer
- brand owners
- urging multiple retailers