TV Campaign on Red Tractor Pork Scheme20 December 2013
UK - A three-week television campaign explaining what the Red Tractor pork scheme is all about is being run by the British Pig Executive.
There will be a documentary-style advert for pork running from 22 January to 16 February, fronted by Jimmy Doherty, on Channel 4, More4, Good Food and 4OD.
BPEX head of marketing Kirsty Walker said: "This is a great opportunity to raise awareness of Red Tractor as a whole as well as specifically for pork.
"The timing of the TV burst is also very important in view of the current differential between domestic and European prices.
"It is important to explain what the Red Tractor stands for and to ask people to think about their choice and look for the logo when they are shopping for pork and pork products.
"We are aware of the risks of the pig market taking a down turn in the January and we are running these adverts at this time to increase the profile of pork and understanding of the Red Tractor mark."
The campaign has been developed to engage consumers with the Red Tractor mark and begin to build loyalty at a critical time for pig farmers, pork processors and retailers who support Red Tractor pork.
As well as the presence on TV, there will also be supporting PR activity.
In the advert, Mr Doherty urges audiences to ‘Trust The Tractor’, providing context around the Red Tractor mark so that consumers understand its importance and purchase responsibly produced pork with confidence.
The 30 second Trust The Tractor TV ad will be supported by a host of online content, in which Jimmy credibly articulates the benefits of the Red Tractor assurance scheme.
A series of three online videos will be hosted on the Channel 4 website while 30 second ads for films will run on 4oD, appearing before food and factual programmes with prompts to click through to the full length versions. Online banner advertising will also run throughout the 4oD website.
To find out when the ad is appearing go to www.lovepork.co.uk/red-tractor-pork/give-a-fork-about-your-pork/ where the advertising schedule will be available a week in advance of being broadcast. You can also see the other videos of Jimmy Doherty talking about the Red Tractor pork scheme
TheMeatSite News desk