Following its largest ever on-pack promotion, Red Tractor Assurance (RTA) claims that the campaign has been a phenomenal success.
Over 120,000 people entered the competition offering the chance to win a £350 Farm Stay UK mini break every day during the seven-week promotional period – a six-fold increase in the usual response level. Almost 37,000 people opted to receive regular email updates from RTA.
Designed to raise awareness of the Red Tractor scheme, the seven week on-pack campaign ran across all categories of Red Tractor pre-packed branded goods, including fresh produce – featuring on around 10 million on-pack labels across most of the major multiple retailers.
RTA marketing manager, Andy Thompson, said: “The response to this competition has been absolutely incredible. As well as driving record levels of traffic to www.redtractor.org.uk, it has reached 570,000 people via Facebook and Twitter marketing activity.”
“When combined with the supporting radio and TV coverage featuring celebrity brand ambassador for Red Tractor, Alex James, across 90 broadcasts reaching an audience of almost 20 million, it generated a total of 304 million opportunities to see Red Tractor messaging.
'Further engagement was driven by farmers undertaking activity outside retail stores and via social media throughout the Red Tractor Week.
“We set out to encourage shoppers to look for the logo, and raise awareness and understanding of the standards that lie behind the scheme. These figures demonstrate that we have achieved that on a massive scale.'
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