Red Tractor Assurance will have its own national television advertising campaign later this year for the first time in its history.
The announcement follows a comprehensive market research exercise looking at what primary shoppers know about the on-pack logo.
It highlighted that shoppers were twice as likely to purchase a Red Tractor product if they understood more about the standards behind it.
Chief executive Jim Moseley said: “The new campaign will focus on the reassurance that Red Tractor brings to consumers through its rigorous checks against the high standards of British agriculture.”
Spearheaded by the television advert, the campaign will be synchronised and reinforced across magazines, on-demand video, websites and social media channels.
The exact dates of when the campaign will air are yet to be confirmed, but more details will emerge in the coming months.
“Red Tractor has a very broad consumer following, from busy parents to time-rich foodies, so our campaign will launch with national TV to achieve the greatest reach and awareness with our consumers.
“We need more shoppers to know more about the food they are buying to increase active sourcing of assured food,” he added.