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Red Tractor to launch second advertising campaign as shoppers pledge support

The scheme’s chief executive Jim Moseley said the campaign was ‘a building block as we bid to become the flagship for British food and farming’.

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Red Tractor to launch second advertising campaign as 1.4m shoppers pledge to support logo

Red Tractor has planned a second advertising campaign in 2019 to maintain momentum of the 1.4 million shoppers who said they would buy the food assurance brand on the back of an eight-week television advert.

 

A YouGov poll with the British public before and after the campaign found the number of shoppers associating the logo with ‘traceable food from farms to pack’ had almost doubled to 62 per cent, whilst the number of shoppers who said the logo would make them choose Red Tractor produce over a cheaper alternative had jumped from 36 per cent to 41 per cent.

 

AHDB said this five per cent point lift equated to an additional 1.4 million shoppers.

 

But a number of farmers questioned the intentions of the shoppers, suggesting that a verbal pledge to buy the produce was different from actually doing so.


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The scheme’s chief executive Jim Moseley said the campaign was ‘a building block as we bid to become the flagship for British food and farming’.

 

Standards

He said: “We can immediately see a direct benefit to our members through the sheer number of people who say they will now choose Red Tractor over a non-assured product.

 

“This is just the start and we will continue to enhance the reputation of our world-leading assurance scheme.


“We need to do this together. We need our members to maintain Red Tractor’s standards every day of the week to show consumers that we have something robust they can trust and buy into.”

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