Red Tractor Launches New 12-month Consumer Campaign And Features Hypnos’ Wool Mattresses
Red Tractor marks the start of a 12 month campaign with a return to TV advertising, promoting its rigorous standards scheme for British farms and to give consumers assurance that what is produced is safe, traceable and farmed with care.
Launching across popular TV spots, BVOD, YouTube and online in April, the campaign aims to reach 4 in 5 shoppers by the end of the year, building upon Red Tractor's already high awareness with 78% of main shoppers aware of the logo, and three-quarters of those seeing it as an independent source they can trust (equivalent to 15.5 million shoppers)*.
Hypnos beds are proud to feature within the campaign, as part of the popular ‘How Do They...?’ online video series, explaining how they create mattresses from Woolkeepers® wool via Red Tractor assured farms and outlining the importance of this traceable British fibre.
Hypnos Contract Beds' handcrafted Hospitality Origins mattress collection features100% Red Tractor wool and presents a new era in delivering sustainable sleep solutions for the hospitality sector, which starts with sourcing the finest natural, traceable and sustainable materials. By working with certification partners such as Red Tractor and The Woolkeepers® since 2019, Hypnos offers a responsible supply chain tracing raw materials back to their origins. This ensures that Hypnos' contract customers can provide their eco-conscious guests with the peace of mind that their mattresses offer complete comfort with integrity.
The Red Tractor ‘How Do They...?’ series has already delivered a reach of 3 million UK consumers, and traces a host of well-known brands and products including Weetabix, Silver Spoon Sugar and Cathedral City, right back through the supply chain to the British farms they came from, highlighting the care, attention and rigor that goes into every part of the Red Tractor assurance chain and discovering fascinating industry secrets on the way.
In the series, Red Tractor together with Hypnos and The Woolkeepers®, highlights the important differences of traceable, assured wool, demonstrating how the wool is selected, right through to how Hypnos crafts a mattress in line with its commitment to sustainable sourcing and traceability.
Richard Cattell, Head of Marketing & Commercial at Red Tractor comments: “Our farmers take enormous pride in the way they rear their animals and grow their crops, so it was important that this was highlighted in the production of our advert and our ‘How Do They...?’ series. Our previous campaign really connected with consumers, so we’re excited to bring back some of the characters and visual charm.”
Watch the first ‘How Do They...?' episode with Red Tractor and The Woolkeepers® below.
*Source : Yougov survey 2,000+ GB adults Nov 2021