Red Tractor Assurance in autumn promotional campaign push

Red Tractor Assurance (RTA) is urging the entire food industry to get involved in its autumn on-pack promotion.

Designed to raise awareness of the standards behind the Red Tractor scheme, the promotion gives consumers the chance to win a Premier Cottages UK mini-break in a luxury four- or five-star self-catering cottage every day until 20 November.

As well as the chance to win a daily luxury holiday, there are a number of other prizes up for grabs, including Aldi and Lidl vouchers worth £100, Wensleydale cheese hampers, Muscle Food vouchers worth £100 and Co-op vouchers worth £50.

With on-pack promotional labels across a whole range of Red Tractor assured products, including meat, poultry, dairy, cereals, fruit and vegetables, at the half way point in the campaign there have already been more than 200,000 competition entries, averaging nearly 6,000 a day.

There have also been 13.7m brand impressions via Facebook, Twitter, Instagram and YouTube, while the brand videos have been viewed 813,000 times and 45,000 people have opted in to receive further information from Red Tractor, increasing RTA’s opt-in audience to more than 100,000 signed-up consumers.

This is expected to be improved upon in the coming weeks, as AHDB Beef & Lamb’s mini-roast campaign is back on TV until 20 November. Airing in peak-time shows, such as Coronation Street and The X Factor results show, the end-frame features the Red Tractor promotion.

Andy Thompson, RTA marketing manager, said: “These results are absolutely phenomenal and show that the campaign is clearly resonating with consumers. It goes without saying we are delighted with the engagement so far, so a big thank you to those that have supported us. Achieving numbers like these is a dream for many businesses, so by working more closely with us, we can all share in the success – there has never been a better time to get involved, so if you haven’t already signed up, then please get in touch.

“By working together and doing what we can to encourage shoppers to look for the logo on-pack, on menus and in catering establishments, we can make a real difference to the awareness and understanding of the Red Tractor scheme.”

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