Red Tractor has appointed marketing agency WPR to deliver a major consumer PR, social and influencer campaign to mark 25 years since the assurance scheme’s logo first appeared on packs.

The activity will form part of a wider multi-channel campaign launching in October, designed to encourage shoppers to look for the Red Tractor logo as a trusted mark of British food standards.

It is understood WPR won the brief after a competitive pitch and will work alongside Red Tractor’s above-the-line activity and stakeholder comms.

The remit includes raising awareness, driving conversion at point of sale, and boosting engagement and sentiment across multiple channels.

“We were looking for a PR agency that would enhance our marketing campaign through a creative, engaging and multi-channel PR campaign,” said Red Tractor director of communications Jo Miller.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

“WPR really understood the brief and demonstrated industry insight and expertise. We believe their proposal will really resonate with relevant audiences, bringing our messages to life through emotive first-person story telling.”

WPR managing director Jane Ainsworth added: “We’re excited to be working with such an influential brand in the UK food and farming sector. As soon as we saw the brief, we saw huge potential to harness PR’s emotive power to connect with consumers around the topics of food traceability, quality and standards.”

Founded in 2000 in response to the food scares of the 1990s, Red Tractor has since become the UK’s largest farm and food assurance scheme, working with farmers and food businesses to reinforce trust in British produce.