Red Tractor employs Facebook, Twitter in barbecue contest

Red Tractor aims to wield Facebook and Twitter to drive a hunt for ‘Britain’s Best BBQ-er’, a first for the farm assured standards brand. 

The contest was designed to build on the barbecue promotion Red Tractor ran last year, said Andy Thompson, Red Tractor marketing manager. “Last year’s barbecue promotion was phenomenally successful; our on-pack offer ran on 10 million packs across 1,000 lines, generating over 300,000 entries and record levels of traffic to our website.”

This year, Red Tractor aimed to generate either as much or more interest as last year, a spokeswoman for the brand told Meat Trades Journal.

“The addition of Britain’s Best BBQ-er competition aims to get even more people across the nation barbecuing earlier in the year and more often,” said Andy Thompson, Red Tractor marketing manager. “Consumers are being encouraged to share their best barbecue recipes on Twitter and Facebook to be voted for by Red Tractor’s followers for the chance to win.”

The summer promotion will receive support from a PR campaign fronted by BBC TV presenter and countryside and farming expert Adam Henson. The ‘Trust the Tractor’ message will be communicated to consumers across email, digital and social media platforms. The aim is to showcase the quality indicator of the Red Tractor logo, which demonstrates that the product bearing it has been produced to some of the highest and most respected food safety, hygiene and animal welfare controls in the world.

The promotion is available to foodservice businesses that are registered to use the Red Tractor logo, where they can also benefit from point of sale equipment.

To get involved in Red Tractor’s Britain’s Best BBQ-er competition, entrants must enter their barbecue recipe and cooking video either to Twitter or Facebook by tagging Red Tractor or using #RedTractor. Entries will then be judged by the organisation’s social media followers and the entrant with the most votes will win a Napolean Grills barbecue worth £200 plus £200 of Morrisons vouchers.

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