Developing a campaign to help raise awareness of the UK's most important food standards agency.
Requirement
Having been tasked with helping to unpack what the Red Tractor logo meant to customers –it allows people to recognise food has been produced to high standards across the whole length of the food chain: from farm to packet, we then needed a campaign to encourage people to shop for products carrying the logo.
My Role
I had an idea – Sunday lunch was an occasion which featured many of the Red Tractor products – from a roast with trimmings to an apple crumble with cream, all featured the Red Tractor.
What if we had a competition where you could win a famous chef to cook your ideal Sunday meal? ‘Sunday Lunch Heroes’ was developed, fronted by Dean Edwards, a Master Chef finalist and regular on ‘This Morning’. I project managed the campaign which targeted consumers through a national radio campaign, bespoke website, PR and in-store POS at Morrisons.
Outcome
All the key metrics were delivered and most importantly brand awareness was increased significantly due to the campaign.
Client quote
‘Josh is a solid Account Director who understands client needs and pressures, responds well to team situations and an all round good bloke’
Richard Cattell, Head of Marketing & Commercial at Red Tractor Assurance.