CHEFS USING quality assured pork stand to benefit as BPEX and pig farmer Jimmy Doherty reunite on TV screens to remind consumers to look for the guarantees behind the Red Tractor logo.
A new 30-second advertisement as part of the Give A Fork About Your Pork campaign will highlight the responsible production standards and provenance guarantees behind Red Tractor pork. It airs from today (Monday 3 June) across the Channel 4 portfolio.
The campaign, which first launched in January, features a new creative that has been developed to appeal to ‘food savvy mums’. It will appear on channels such as More4 and Good Food and during the commercial breaks of well-known food programmes with large viewing audiences, such as Come Dine With Me and The Hairy Bikers.
The TV ad will also be supported by video-on-demand, to extend the reach of the campaign to those consumers who watch TV online. Other activity includes web banner advertising across Channel 4’s online sites and an intensive social media campaign.
Tony Goodger, BPEX foodservice trade manager, said: “This is an innovative and engaging campaign that will help promote Red Tractor pork and pig meat at an important time for the sector.
“The Red Tractor logo is the most powerful indicator of rigorous and responsible production standards in British pig farming – and one which foodservice operators can use to actively promote their sourcing policy and quality assured pork dishes.
“By describing the remit of the scheme we can bring greater understanding and appreciation of its value and objectivity direct to diners. Our campaign puts in place some of the ‘back story’ of the Red Tractor proposition to underscore its independence and authenticity.
“The reach of this TV campaign means that more consumers will become aware of the Red Tractor Pork logo and it’s values in the supply chain, so I would urge caterers (where licensed) to use Red Tractor pork and ensure they have the logo on their menu to really benefit from our campaign. There are an increasing number of catering butchers and wholesale businesses licensed for Red Tractor and caterers should not be afraid of asking their butcher to supply quality assured pork.
As a Red Tractor pig farmer himself, Jimmy Doherty is the perfect candidate to share the scheme’s message with the UK public. He said: “Now more than ever it’s important to know where all your meat comes from and the easy way to do that is to ‘trust the tractor’.”
This second phase of the Give a Fork About Your Pork campaign aims to be bigger and more wide-reaching than the first and will raise awareness of Red Tractor pork among consumers throughout June. Caterers can maximise impulse sales by ensuring they source quality assured pork and make a feature of it on menus.
The first phase, which ran at the start of the year, included a series of short films featuring Jimmy that were promoted on Channel 4’s catch-up online service, Channel 4 On Demand. It reached millions of people and successfully encouraged people to think about Red Tractor pork.
Post campaign research revealed:
• 70% of those asked said the campaign made them think they should look for the Red Tractor when buying pork
• 84% said that they think of Red Tractor as a label that shows the pork has been produced to responsible standards
• 52% said they are more aware of the importance of responsible production