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 Red Tractor logo.

This integrated campaign which runs throughout November, will target consumers through a national radio campaign, digital platform, PR, in-store activity, as well as via a new interactive website. Consumers will be encouraged to look out for the Red Tractor logo on a wide variety of products in the supermarket.

Sunday Lunch Heroes is being championed by high-profile 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. A new website, www.redtractor.org.uk/sundaylunch, will host exclusive Red Tractor recipes created by Dean Edwards. Consumers can also nominate their favourite family cook for the chance to win a delicious meal cooked in their own home by Dean Edwards.

Research shows a 15.7%[1] decrease in instances of Sunday lunch 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.

David Clarke, CEO of Red Tractor Assurance, 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 on their ingredients.” 

 Dean Edwards said:

“As a dad I’m so busy, I always look for the Red Tractor logo in the supermarket, 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. I hope I can inspire people to use Red Tractor food in their cooking with a new set of exclusive recipes, championing seasonal Red Tractor ingredients, which will be available throughout the campaign.”

The Red Tractor logo means that you never have to question the quality, origin, welfare or production standards of the food that you buy.

 For more information on the campaign, please go to www.redtractor.org.uk/sundaylunch.