Case Study: Red Tractor builds shopper awareness and brand understanding with Jacob Bailey

Red Tractor boosts shopper understanding with Jacob Bailey’s September-to-November 2019 campaign

The customer, Red Tractor Assurance, faced a challenge where shoppers lacked a detailed understanding of its brand, primarily associating it only with meat. The company needed to build awareness and an emotive connection with consumers, communicating that its food is traceable, safe, and farmed with care, while also highlighting the convenience of finding its logo. Jacob Bailey was enlisted to support a national TV campaign with below-the-line marketing.

Jacob Bailey created "The Great British Farmers’ Market" campaign, a concept that used the familiar idea of a farmers' market to instantly communicate wholesome, natural, and traceable food. The solution ran across ecomms, social media, retailer packs, press, and PR, successfully integrating with the above-the-line activity. The campaign helped position the Red Tractor brand, build consumer understanding, and engage shoppers to look for its logo.

Red Tractor Assurance