Red Tractor Day, held on April 21, was applauded by marketing industry professionals at the Gramia Awards last Wednesday, when the activity received a top Golden Gramia for trade PR.
The Gramias - Grocery Advertising and Marketing Industry Awards - recognise creativity across key categories and are deemed one of the highest accolades in UK marketing.
“We are delighted that the impact of Red Tractor Day has been recognised by experts from across the branding world,’ said Colin Smith, chairman of Assured Food Standards, which runs the Red Tractor campaign.
“Our category included strong competition from brands such as United Biscuits, Walls and Walkers Crisps, but our high levels of industry support from the farmer through to the retailer, with the prime minister’s endorsement, are what impressed the judges.”
Red Tractor Day also succeeded in reaching 7.7 million urban consumers through press, internet and broadcast, and was strongly supported by Tesco in particular, which placed Red Tractor Day stickers onto Red Tractor foods in stores across the UK.
Smith said: “Assured Food Standards is committed to raising its standards and building brand awareness and understanding of the Red Tractor logo. We certainly hope to enjoy similar success in the future.”
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