Red Tractor has announced a celebrity partnership with Angellica Bell as part of its 25th anniversary celebrations.
The former children’s TV presenter has joined forces with Red Tractor to help drive consumer awareness of the scheme and “the values it shares”.
The announcement forms part of its latest marketing campaign, With You For 25 Years, which includes an animated advert following a family over a quarter-century, showcasing life in their kitchen, the food they eat, and the role of Red Tractor.
Bell hosted an “intergenerational cook-off”, with three families preparing their favourite “nostalgic recipes” called Recipes to Remember.
“This is the first time Red Tractor is running a consumer public relations campaign alongside our TV and shopper advertising,” said Red Tractor CEO Jim Moseley. “The campaign taps into the nostalgia of cooking together with loved ones and spending quality time with family in the kitchen.”
According to Red Tractor, research shows that 87% of adults believe it is important to keep traditional recipes alive and 75% consider buying British produce and supporting British farmers when they shop for their family an “important factor”.
It said: “From roast dinners and bangers & mash, to toad in the hole and bubble and squeak – traditional, British recipes are still going strong.”
The latest phase to this campaign comes after the Advertising Standards Agency banned one of the scheme’s adverts, last aired in 2023, after it was found to be “misleading”.
In a decision Red Tractor said was “fundamentally flawed”, the ASA upheld a complaint brought by River Action, which said the farm assurance scheme “exaggerated the benefits of Red Tractor endorsement” and was an example of “greenwashing”.
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