Farms to Fork
We’re in the midst of Red Tractor week which runs from the 15th – 21st September. Fronted by the Award winning cheese maker, foodie, musician and Red Tractor Brand Ambassador, Alex James, Red Tractor Week targets shoppers to raise understanding of the Red Tractor scheme and encourage more people to look for the logo when shopping (For those of you that don’t know; Red Tractor is a food assurance scheme, which covers production standards developed by experts on safety, hygiene, animal welfare, traceability and the environment). Basically the full farm to fork processing journey of your food. So if you see the Red Tractor with a Union Jack on your food you can be rest assured that the food was farmed in the UK, responsibly. You can find out more about it here.
We’re passionate about food at effect as our previous posts in this blog will tell you, and we feel the message of responsibly sourced food must be shouted about. From the outset, we worked with the client to set challenging objectives for new social followers, engagement, reach, web traffic and brand advocacy.
The campaign pivots around a central photo competition which aggregates photos that have been posted across social networks that use #TrustTheTractor. Each entrant is replied to and invited to sign-up to the newsletter and search the Red Tractor website for useful recipes and cooking tips from leading food bloggers. The competition runs throughout September and is well worth entering with 3 luxury farm stays and daily prizes up for grabs.
Content packs were created for key partners and licence holders, which includes farmers, independent retailers, the big super markets and food producers & restaurants such as McCain and KFC. We’re on Day 3 and we’re already seeing activity supporting the week from these key partners who have a huge social reach.
The campaign is supported with an ad campaign targeting consumers through Facebook and Twitter to raise awareness of what the Red Tractor logo stands for and encourage users to enter the photo competition. As part of the campaign we are tracking the audience for analysis and insight allowing us to monitor the effectiveness of the campaign and its reach. This information on the campaign’s performance will be fed back to the marketing team to aid in the planning of future campaigns, constantly improving the effectiveness of our activity and building the profile of the brand.
Fancy your chances of winning? To enter the competition simply tweet, post or Instagram your ‘farms to fork’ snap to your favourite social media platform using #TrustTheTractor to enter. Winners will be selected for their clever use of the Red Tractor ‘farms to fork’ theme or use of the Red Tractor logo. This could be a Red Tractor farm scene, the Red Tractor logo on your shopping, your favourite Red Tractor recipe or something more creative.