Red Tractor Appoints WPR for Consumer PR Campaign

Red Tractor, the UK’s largest farm and food assurance scheme, has appointed WPR to deliver a consumer-facing PR, social and influencer campaign to mark 25 years since the launch of the Red Tractor logo.

The milestone will see Red Tractor launch a multi-channel marketing and communications campaign to encourage shoppers to look for the Red Tractor logo as a symbol of trusted, British food. WPR’s remit will support the ATL campaign and stakeholder communications.

The brief, awarded following a competitive pitch, focuses on enhancing consumer awareness and understanding of Red Tractor, strengthening brand reputation, supporting conversion at point of sale, and achieving positive coverage, engagement and sentiment across channels.

Jane Ainsworth, managing director at WPR, said: “We’re excited to be working with such an influential brand in the UK food and farming sector. As soon as we saw the brief, we saw huge potential to harness PR’s emotive power to connect with consumers around the topics of food traceability, quality and standards.”

Jo Miller, director of communications at Red Tractor, said: “We were looking for a PR agency that would enhance our marketing campaign through a creative, engaging and multi-channel PR campaign. WPR really understood the brief and demonstrated industry insight and expertise. We believe their proposal will really resonate with relevant audiences, bringing our messages to life through emotive first-person story telling.”

Established in 2000, the Red Tractor logo was created following the food scares of the 1990s as an industry-wide collaboration to restore confidence in UK food and farming. The organisation has worked with farmers and food businesses ever since to restore consumer trust in British farming and food quality.

Look out for the main campaign launch in October.