The RSPCA’s Freedom Food labelling scheme is launching an online campaign this month in a bid to increase awareness of what its label means, and better educate consumers about the importance of farm animal welfare.
Featuring Celebrity MasterChef winner and ex-Atomic Kitten singer Liz McClarnon, the campaign kicks off next week and will run for four weeks across popular news, lifestyle and food websites.
Designed by Brighton agency Harrison & Co, the campaign comprises two online display ads (or rotating banner graphic ads) – one featuring chicken and the other a pig.
Both include an offer to download a free copy of Freedom Food’s Celebrity Recipe Collection eBook. Clicking on the ads will drive consumers to a webpage where they can also find out more about some of the key welfare concerns about animals farmed for food in the UK, and where to buy Freedom Food labelled products.
Freedom Food’s marketing manager Liam Kurzeja explains: “The campaign is aimed at budget-conscious people who care about animals. The message we want to get across is that if you care about farm animal welfare, Freedom Food is the only label backed by the RSPCA.
“The Freedom Food logo means you can be sure that the food you are buying has come from animals reared on farms that have been inspected to the RSPCA’s higher welfare standards.
“But just because a product is higher welfare, it doesn’t always mean it costs a lot more. Freedom Food chicken can cost as little as 86p more than a standard chicken – that’s less than the price of a lottery ticket.”
A second burst of activity is planned for this autumn.
