Recipes to Remember

To reinforce Red Tractor’s credentials, strengthening its reputation and encouraging consumers – particularly parents – to look for the Red Tractor logo in supermarkets.

Ultimately, the goal was to encourage consumer awareness of the importance of safe, traceable British ingredients and supporting British farmers, while celebrating 25 years of Red Tractor.

We needed an emotive hook to capture the attention of busy parents, so we tapped into the appetite for nostalgia by devising a campaign focused on family mealtimes sharing much-loved recipes.

Partnering with former children’s TV presenter and Celebrity MasterChef winner Angellica Bell, we invited families to create their favourite nostalgic dishes together in an intergenerational cook off, capturing engaging video content to stand out on cluttered feeds.

Supporting research revealed the recipes – from shepherd’s pie to bangers and mash – which have stood the test of time in the hearts of the British public. To engage consumers and drive traffic, we developed an AI recipe generator tool which allowed people to input their favourite dish to create a recipe using Red Tractor assured ingredients.

Driving peer-to-peer endorsement, we partnered with parenting influencers, tasking each creator to visit a supermarket – looking for the Red Tractor logo – before preparing their favourite family dish at home.

Finally, paid and organic social increased reach and visibility using a range of platform-native campaign and influencer assets to land the key messages across channels.