Food & Drink: Red Tractor drives quality message home

Red Tractor Assured Food Standards, a quality-food assurance mark, wanted to raise awareness around Red Tractor-endorsed farmers and their involvement in LOCOG's 'Food Vision' for the 2012 Olympic and Paralympic Games.

Team RT: Sent out across the UK
Team RT: Sent out across the UK

Campaign: Team RT
Client: Red Tractor Assured Food Standards
PR team: Green Row
Timescale: December 2011-May 2012
Budget: £20,000

 

Objective

  •  To build awareness of UK Red Tractor farms and food origins.

Strategy and plan

The Team RT campaign highlighted the journey of Red Tractor-certified food from UK farms to 24 Olympic venues. Team RT comprised seven Red Tractor Champion farmers who went on a UK-wide tour that launched at Olympic rowing venue Eton Dorney and visited selected farms across the UK. The national, trade and regional press were contacted in advance of the tour, and invited for interviews and photocalls at the farms. A Team RT microsite with downloadable educational resources was also publicised, with social media used to spread word of the tour.

Measurement and evaluation

There were 62 pieces of print coverage and 12 pieces of broadcast, including ITV.

Results

Traffic to the Red Tractor website increased by 25 per cent, while the Facebook site's number of fans rose from 3,674 in April to 4,000 in July.

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