A suite of new websites
Red Tractor endorses £14bn of food and drink products every year, assuring quality and authenticity across a range of UK produce.
The Problem
We were tasked with bringing the Red Tractor brand to life online across a suite of three websites: Assurance, Consumer and Trade. Assurance served existing members of the Red Tractor scheme – giving them a wealth of technical information. However, this meant that the website had become bloated over time. The Consumer website aimed to answer real audience questions as well as reflecting wider marketing campaign activity. Finally, the Trade website was aimed at Red Tractor licencees. This needed to be much more user centric with a single-minded focus on both the needs of prospective and current licensees, retention and conversion.
The Solution
Firstly, we worked with the Red Tractor team on their new Assurance website. The initial task was to audit existing content and arrive at the most valuable and essential information for user personas. This was then organised into a robust Information Architecture with search at its heart. Search was integral to the Assurance website, as it is the first port of call for many members when it comes to finding specific documents they need relating to standards ranging from beef and lamb to meat processing, all surfaced via an integrated API.
Search options for users include a pre-filtered keyword search, organic search based on keywords or phrases and auto-completion of search terms in a drop-down menu.
Following successful delivery of the Assurance website, we turned our attention to the Consumer website, with the aim of aligning the site with the messaging and look and feel of Red Tractor’s new nationwide, primetime TV campaign.
We started with shoppers and thought long and hard about what it is that would make the new Red Tractor website truly useful to them. From breaking down the standards into bitesize facts, to clearly explaining the different Red Tractor logos and where to find them, we developed a simple, engaging and informative architecture based around the questions that the audience really wanted answered.
This was brought to life with creative design that not only amplified the above the line TV campaign, but also provided a 360-degree connection to Red Tractor’s below the line campaign activity. Working closely with our development team, we were able to deliver the final site on time and on budget, without a hitch.
To complete the set, we used the Consumer website as a blueprint for Red Tractor’s Trade website. We used compelling design to present the value that Red Tractor offers licensees in a clear and engaging way, bringing the key selling points to life and leaving licensees in no doubt as to ‘What’s In It For Me?’.
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What the client said
We are delighted with the brand new assurance website we have worked with Jacob Bailey to create. Their ability to interpret our brief and create a visually compelling and creative platform is outstanding and we now have a website we can be proud of that communicates all the fantastic benefits of the Red Tractor assurance scheme to consumers.
Lindsey Macdonald, Brand Manager
