The Challenge

Eve Communications was initially tasked with implementing a robust plan to strengthen Red Tractor’s relationship with the farming media.

The role has broadened and as well as being the conduit between Red Tractor and the press we also look after a significant amount of direct member communications.

Our challenge is to create content and communications that reach all members and strike a measured balance between a supportive auditing membership organisation, and a reassuring consumer facing brand that builds the reputation of British farming.

What we did

We used our relationship with the farming industry’s key media to start to build a better relationship between the organisation and the press. Over time, we organised press conferences to ensure important announcements were delivered in a controlled and positive fashion to targeted journalists.

We now produce a range of content spanning video, press releases, printed newsletters, e-shots and graphic design. We have also aligned producer and consumer messaging to increase the strength and clarity of Red Tractor communications.

A key output is the series of 13 videos we created showcasing proud Red Tractor farmers doing what they do best – producing safe and affordable food for British consumers.

Results

We have transformed Red Tractor’s farming communications and held several successful media conferences and events to build new relationships. This has generated millions of pounds worth of positive PR coverage.

Red Tractor newsletters are regularly distributed to 50,000 people, and our farmer video series (which you can watch on this page) has been viewed over 150,000 times.

Similar Case Studies

Getting Brits to eat smaller eggs

We worked with free range egg farmers to encourage consumers to buy medium and mixed weight eggs.

View case study

Launching Lowline cattle to British farmers

We helped transform the fortunes of a breed of beef cattle that hardly anyone knew about.

View case study

Rural View magazine

We redesigned and relaunched Carter Jonas' rural magazine.

View case study