Freedom Food is launching a new online advertising campaign, focusing on chicken, to clarify what its label means and tackle consumer concerns about the way animals are farmed.

The organisation said that, as demand for higher welfare food has grown, so has the number of different labels claiming higher welfare credentials, with at least eight just for chicken. “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 RSPCA’s higher welfare standards,” said chief executive Leigh Grant.

“The message we want to get across is that Freedom Food is the only label backed by the RSPCA. This means you can be sure the food you are buying has come from animals whose lives have been independently inspected at every stage, not just on the farm, to the RSPCA’s higher welfare standards.”

Chicken has been chosen as it is the most commonly farmed animal. The advert is being run across popular news, lifestyle, food and women’s websites. If successful, the campaign will be rolled out across other species as part of a three-year strategy.