Welcome to Britain’s Biggest Farmers Market

Red Tractor are the UK’s biggest farm and food standards scheme covering dairy, crops, fresh produce and meat. With a national TV campaign landing from September through to November 2019 we were asked to support this activity with a below the line campaign.

The Problem

Shoppers don’t really have a detailed understanding of Red Tractor and they tend to associate the brand with meat. So, the focus for Red Tractor is on driving awareness and advocacy. We needed to ensure shoppers were aware of the core proposition - Traceable, Safe and Farmed with Care - with a more emotive connection between brand and consumer. Our campaign also needed to improve shopper understanding of the brand and communicate the convenience of looking for the Red Tractor logo.


The Solution

The Great British Farmers’ Market.
Down to earth food that’s Traceable, Safe and Farmed with Care.

This concept aided understanding - the idea of a farmers’ market is a shorthand which everyone understands and relates to wholesome, healthy, natural, farm produced, traceable food. The down to earth line added to a sense of affordability for everyone’s basket.

The Great British Farmers Market is open to all and easy to reach – it’s already in all the supermarkets and places you regularly shop and eat. We just need to bring it to the surface to nail the convenience message.

The campaign ran across ecomms, social media, licensee and retailer campaign packs, press and PR, perfectly integrating the above the line activity with below the line communications. Featuring real Red Tractor farmers ad produce it helped to establish the range of certified food on offer, support British farming and reinforce the core proposition.


What the client said

Jacob Bailey quickly understood our proposition, our strategic needs and the look and feel established by the TV advertising. They were able to consolidate all of this thinking and bring it to life in a clever below the line campaign that really helped to position our brand, build understanding of what we do and engage shoppers in looking for the Red Tractor logo.

Richard Cattell
Head of Marketing and Commercia
Red Tractor Assurance

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