A new Spotify audio advert fronted by ex-Blur bassist Alex James is set to drive awareness and understanding of the Red Tractor logo this summer.
The 30-second advert, which explains why shoppers should ‘Trust The Tractor’, will be played over six million times (every four songs) to users of the free service on Spotify¹ between 24 May and 31 June.
It will air between noon and 7pm, which are prime shopping, cooking and eating times, and it is intended to target Red Tractor’s core target audience of food savvy mums; primary shoppers aged 25-50.
While the audio is playing, a digital advert linked to a branded Red Tractor page will allow users to add tracks to a ‘Music to Cook To’ Spotify playlist. By adding a track, users will automatically be entered into a competition to win one of five pairs of tickets to this year’s ‘Big Feastival’.
Co-hosted by Jamie Oliver and Alex James - now a farmer and food writer - on James’ farm in Oxfordshire, The Big Feastival is a weekend of music, food and fun taking place between 29 and 31 August 2014.
Over 50,000 visitors are expected to attend and a key theme of the event will be ‘Know where your food comes from – Trust The Tractor’, generating further awareness of the Red Tractor logo.
Head of communications and marketing for Red Tractor Assurance, Richard Cattell, said: “The audio advertising campaign forms the centre piece of our digital communications strategy for this year. Its primary objective is to drive understanding of the Red Tractor logo which, as the largest food assurance scheme in the UK, ensures the food you buy is traceable, safe to eat and has been produced responsibly – from farm to fork. This message will be reinforced with more consumer-facing activity taking place at The Big Feastival – and later in the year, during Red Tractor Week (15 – 21 September).”
In the Spotify audio track, Alex James says: “Feeling confident in what you eat has never been more important. Every time you buy a product with the Red Tractor logo, you can feel confident that we’ve ensured it has come from a Red Tractor farmer and every stage of its journey, from farm to fork, has been quality checked. Whether it’s a steak or a sandwich, the Union Jack logo shows the food has been farmed and processed in the UK. So look for the Red Tractor for a sign of quality food you can trust.”
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