A new TV advert promoting Red Tractor food standards is targeting 45m viewers – the scheme’s biggest ever campaign.
The ad is appearing over eight weeks during some of the UK’s most-watched TV shows – supported by a strong presence on digital channels.
Red Tractor says it expects 45m consumers to watch the ad before the May Bank Holiday weekend. This would represent a 20% increase in viewers compared to the scheme’s 2020 campaign, it said.
Chief executive Jim Moseley said: “Red Tractor is already the most trusted assurance scheme in the UK, with 76% of shoppers aware of the logo, seeing it as an independent source they can trust. That’s equivalent to 15.5 million shoppers.
“We want to keep growing recognition and understanding of the scheme and the logo, and so the campaign will cover as many of Red Tractor’s sectors as possible”
Independent market research shows that 71% of shoppers say their purchasing behaviour is positively influenced by seeing the Red Tractor logo.