Freedom Food stresses RSPCA link in new ad campaign

Freedom Food is launching an ad campaign stressing its link with the RSPCA in an effort to stand out from other higher-welfare labels.

The advert focus on chicken, the animal whose welfare customers are most concerned about, and will be displayed on popular news, lifestyle, food and womens websites.

Freedom Food chief executive Leigh Grant said: The message we want to get across in the ad is that Freedom Food is the only label backed by the RSPCA. This means you can be sure that the food you are buying comes from animals whose lives have been independently inspected at every stage, not just on the farm, to the RSPCAs higher-welfare standards.

Research carried out by Institute of Grocery Distribution (IGD) reveals that almost two-thirds (63%) of consumers aware of Freedom Food buy these products because of its association with the RSPCA. But according to Grant, the multiplicity of higher-welfare labels on the market can lead to confusion for customers.

He added: Our research clearly reinforces that people are caring more and more about the animals that produce our food. But with so many different labels now on offer claiming higher-welfare credentials, it can be confusing to know what to choose and which ones meet the RSPCAs higher-welfare standards.

If successful, the campaign will be rolled out across other species as part of a three-year strategy.

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