Brand development, marketing comms, guidelines and awareness campaign
Shoppers don’t really have a detailed understanding of Red Tractor and they tend to associate the brand with meat. So, the focus for Red Tractor is on driving awareness and advocacy. We needed to ensure shoppers were aware of the core proposition - Traceable, Safe, and Farmed with Care.
We developed the brand guidelines and suite of comms ranging from website redesign to newsletters. We also devised a campaign to improve shoppers’ understanding of the brand and communicate the convenience of looking for the Red Tractor logo. To do this, we used an average British mum in Emma Lightbown to shine a light on the work of UK farmers. She prefers to buy British, always has an eye on value for money, and is keen to find out how Red Tractor helps everyone buy food and drink they can trust… Then Covid happened.
Emma and our crew could no longer be on site, but we didn’t let that deter us…
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