With You For 25 Years

Manchester-based agency LOVE. has partnered with Red Tractor, the UK’s leading food assurance scheme, to celebrate its 25th anniversary with a new ad campaign, ‘With You For 25 Years’.

For 25 years, Red Tractor has been a trusted signifier of safe, traceable and responsibly sourced British food. The brand’s logo is widely recognised across the UK, and with the anniversary marking a key moment in its story, the ambition was to shift the focus to consumer preference, making the mark even more meaningful at the point of purchase.

Kevin Phillips, Creative Director at LOVE., says: “After years of focusing on how food is produced and certified, we wanted to shift the lens to the emotional impact Red Tractor has at home. Trust isn’t just built in factories or fields; it’s earned at the dinner table. The campaign marks an exciting and brave shift – from highlighting and explaining the benefits of buying Red Tractor assured food to putting ourselves in the shoes of the consumer through heartwarming storytelling.”

Historically, Red Tractor’s campaigns have focused on the farm and supermarket, some of the places where its standards and supply chains come to life. For this campaign, LOVE. took a different approach: bringing the story inside the kitchen, the heart of the home.

The kitchen was chosen deliberately as a universal space, where families gather for the everyday moments that shape their lives - from Sunday roasts to birthday parties to lazy weekend breakfasts. By rooting the campaign in these shared experiences, the creative team sought to reframe the Red Tractor mark as a trusted constant in family life.

At the centre of the campaign is a 30-second hero TV film that follows the evolution of a single kitchen over 25 years. As time passes, the décor shifts, the family grows, and life changes, but the kitchen table, like Red Tractor, remains a reassuring presence.

The narrative is carried by a rhyming script, designed to layer emotional warmth with appetite appeal, creating something both familiar and distinctive.
“By focusing on a familiar, everyday setting, we could show the quiet presence Red Tractor has had in family life for a generation,” says Emma Cocker, Copywriter at LOVE. “It’s a story about care, continuity and confidence, told through details every viewer will recognise.”

To bring the idea to life, LOVE. collaborated with Passion Pictures. While keen to maintain the charm, and warmth of previous campaigns that utilised a stop-motion aesthetic, the team introduced a CGI approach to allow for more nuanced expression for the characters, elevating the storytelling potential. The film was directed by againstallodds, with sound design by Zelig Sound, who helped create a tactile, lived-in atmosphere.

Every design decision was made to mirror the campaign’s core theme of trust built over time:
• A kitchen table that’s repainted and reupholstered but never replaced.
• A sonogram on the fridge in the first scene, mirrored by another in the final scene as the daughter starts her own family.
• Birthday circles on calendars and height marks on doorframes.
• A tree in the garden growing from sapling to canopy across the film.

These layered details make the kitchen feel real, echoing the brand’s 25-year presence in everyday life.

‘With You For 25 Years’ will run across TV, BVOD, radio, DOOH and in-store retail, including large-format digital boards near selected supermarkets and printed trolley ads.

More than an anniversary celebration, the campaign is designed as the foundation of a new, emotionally-led creative platform for Red Tractor. It reflects not just the standards the organisation upholds, but the trust families place in them.

Melanie Heaney, Account Director at LOVE adds “At LOVE., we use our culture-first approach to always uncover the storytelling and ideas that create emotional reaction and connection. The new CGI approach adds a more dynamic and vivid aesthetic to the storytelling, but crucially allows us to dial up the detail and the emotion in a way that resonates with consumers on a deeper level”.