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News and analysis on the global poultry
and animal feed industries.
Pig Health & Disease
on December 30, 2013

BPEX launching TV campaign to educate about Red Tractor pork scheme

Advertisements and related public relations efforts will begin running on January 22

A three-week television campaign is being run by BPEX explaining what the Red Tractor pork scheme is all about. There will be a documentary-style advert for pork running January 22 through February 16, fronted by Jimmy Doherty.

"This is a great opportunity to raise awareness of Red Tractor as a whole as well as specifically for pork," said Kristy Walker, BPEX head of marketing. "The timing of the TV burst is also very important in view of the current differential between domestic and European prices.

"It is important to explain what the Red Tractor stands for and to ask people to think about their choice and look for the logo when they are shopping for pork and pork products. We are aware of the risks of the pig market taking a down turn in the January and we are running these adverts at this time to increase the profile of pork and understanding of the Red Tractor mark."

The campaign has been developed to engage consumers with the Red Tractor mark and begin to build loyalty at a critical time for pig farmers, pork processors and retailers who support Red Tractor pork. In addition to the television campaign, there will also be supporting public relations activity.

In the advertisements, Doherty urges audiences to "Trust The Tractor," providing context around the Red Tractor mark so that consumers understand its importance and purchase responsibly produced pork with confidence.

The 30-second "Trust The Tractor" television ad will be supported by a host of online content, in which Doherty credibly articulates the benefits of the Red Tractor assurance scheme.

A series of three online videos will be hosted on the Channel 4 website while 30 second ads for films will run on 4oD, appearing before food and factual programs with prompts to click through to the full length versions. Online banner advertising will also run throughout the 4oD website.

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