Red Tractor is launching a new campaign to promote the traditional Sunday lunch as a vehicle to communicate quality food, assured standards, traceable sourcing and the values embodied in the logo.
The campaign will run throughout November and will target consumers through national radio adverts, a new interactive website, PR and in-store activity.
Consumers will be encouraged to look out for the Red Tractor logo on a wide variety of products.
Sunday Lunch Heroes is being championed by ITV chef, Bristolian and dad Dean Edwards. Dean first shot to fame as a finalist on Master Chef in 2006, he has starred regularly on ‘This Morning’ and is now resident chef on ITV’s ‘Lorraine’.
The campaign will involve searching for people who embody the values of the Red Tractor and who cook the best traditional Sunday lunch.
The new website will host exclusive Red Tractor recipes created by Dean. Consumers can also nominate their favourite family cook for the chance to win a delicious meal cooked in their own home by the television chef.
Research shows that the Sunday lunch is in decline – down 15.7% since 2008. This campaign aims to revive the tradition and to encourage shoppers to use Red Tractor ingredients, bringing families and friends together for a fun, quality meal occasion.
Red Tractor CEO David Clarke said: “We are delighted to have Dean Edwards involved with this campaign - he is passionate and cares about food and standards, just as we do at Red Tractor. The Sunday Lunch is a great tradition for the British public and we want to revive it, at the same time we want to encourage people to use responsibly-sourced ingredients.
"The simplest way for people to do this, is to look for the Red Tractor logo.”
Mr Edwards said: “As a dad I’m so busy, but I always look for the Red Tractor logo in the supermarket because it’s my shortcut to high standards and clear origin.
“I wanted to get involved in this campaign because I am passionate about food. It is really important to me that people enjoy food together and choose responsibly sourced and quality ingredients for their cooking.”
- Find out more about Red Tractor here.
- Visit the Red Tractor news channel on NFUonline here.
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