Campaign: Team RT
Client: Red Tractor Assured Food Standards
PR team: Green Row
Timescale: December 2011-May 2012
- 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.
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.