Objective

Red Tractor Food Standards wanted to promote a greater understanding of how its Red Tractor food assurance logo and standards are used, from farm to shop, across the UK’s food supply chain.

What we did

The challenge here was making a dry subject interesting to a wider audience. We addressed this by creating a short, hand-drawn animation showing what goes on behind the Red Tractor logo. Keep an eye out for the two-headed chicken! We published it on YouTube and promoted the video to high authority third party food industry sites. We also drove social media activity around the animation’s debut.

Outcome

An increase in organic traffic was achieved across a range of relevant keywords.