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Marketing Communications: Business
WINNER
Red Tractor Day
Assured Food Standards
Touch PR
With food labelling under intense media scrutiny, public confidence in industry 'kite marks' was a top priority for independent agency Assured Food Standards (AFS), which launched its Red Tractor logo in 2000. Although the logo appears on £5bn worth of British food to assure consumers of its quality, AFS sought more businesses to join the scheme and position the logo as the single stamp of approval for quality.
The agency's campaign to launch Red Tractor Day on 20 April 2006 successfully gained the attention of farmers, processors, packers, retailers - and even the Prime Minister, senior cabinet minister Margaret Beckett, and members of The National Farmers' Union, British Retail Consortium, Meat & Livestock Commission and Dairy UK.
All of the opinion formers attended a special photoshoot to launch a one-off Red Tractor Day logo. The photos were made more eye-catching after Touch PR successfully negotiated for a full-size red tractor to be driven down Downing Street and Trafalgar Square. British bacon sandwiches were handed out to passers-by.
Judges were impressed with the many news hooks created - including a survey of Britain's favourite foods to exploit a trade story in the consumer news media. Of the two million OTS in the trade and business press alone, 88 per cent were positive. Business media coverage highlights included a front-page splash and Saturday Essay in The Grocer.
The campaign also generated 11.7 million OTS in the consumer media. Seventy-two per cent of this specifically featured the Red Tractor logo, while 75 per cent mentioned the support of the PM. Coverage led to backing by the six leading supermarkets, while shortly after Red Tractor Day, the National Dairy Farm Assured Scheme announced its decision to hand over management of the UK's leading dairy farm assurance scheme to AFS.
Since the launch, enquiries to AFS have flooded in from brands including McDonald's, Ribena, Horlicks, Country Life, Tyrells and major UK catering supplier 3663.
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When international architect Gensler wanted to promote its range of inventive office design, it opted to comment on how bad office layout could affect company profitability with the first survey of its kind to research the issue. Armed with headline-grabbing results , it scored a half-page exclusive in the Financial Times and coverage followed in 60 other journals and newspapers, with a combined circulation of 5.4 million.
Broadcast reach has been 1.3 million and, most importantly, Gensler has had more than 60 prospects contact the company since the campaign.
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