Marketing Food Heroes, and Bringing Them to Life for Red Tractor

CLIENT: Red Tractor Assurance

SECTOR: Food & Farming

SCOPE: Graphic Design, Digital Design, Social Media

For this project, we were tasked with marketing food heroes for the most recognised, trusted food assurance scheme in the UK. Boasting over 650 licensed businesses it has unrivalled recognition with an iconic logo. The scheme's primary focus revolves around ensuring responsibly produced, high-quality food and beverages. The 2023 TV ad campaign aimed to strengthen Red Tractor's connection with consumers through a 'Farmed with Care' message. Tangible facts and proof points highlighted its dedication to elevated standards and responsible farming.

Only products meeting the required standards throughout their lifecycle can bear the Red Tractor logo. The brand has gained the trust of seven out of ten UK main shoppers. The standards encompass animal welfare, food safety, traceability, and environmental protection. These are underpinned by the latest scientific evidence, best practices, and legislation. These standards are maintained through a rigorous assessment process conducted by over 350 independent inspectors. Major UK supermarkets, household brands, and restaurant chains integrate Red Tractor standards.

The Red Tractor logo has become a signpost for responsibly produced, quality British food and drink. So, to amplify consumer outreach, GWCM developed the 'Red Tractor Food Heroes' initiative. This initiative recognises and celebrates great British brands, food service operators, and manufacturers. As part of a 'Pride of British Food and Farming' book, they embody the excellence of Red Tractor-assured products.

The book is a tangible item that consumers can keep hold of, making the hero brands more appealing and memorable. There is a digital version that helps encourage consumers to try different Red Tractor assured brands. In each volume, we will ask a range of the licensees to tell us what makes their brand unique, how they support British farmers and how their partnership with Red Tractor has helped them pursue their goals. Food Heroes helps to create a personal connection and stronger connection with Red Tractor. Through 'Food Heroes', Red Tractor reinforces its legacy of assuring consumers. Food heroes proudly display the Red Tractor symbol for those seeking reassurance and reliability in their food choices.