RSPCA campaign gets BPC nod

THE RSPCA Freedom Food scheme‘s latest campaign in the run up to Christmas has received a cautious welcome by the British Poultry Council, by adopting a more positive approach than previous campaigns.

This latest national press campaign, which is one of the biggest ever launched by Freedom Food, aims to drive consumer awareness of farm animal welfare issues and sales of its products, explains Nina Crump, marketing controller of Freedom Food.

“It includes three adverts focusing on three key product areas – eggs, chicken and turkey.

Each version highlights the benefits of improved welfare standards, with a strong call to action asking consumers to show their support by buying Freedom Food labelled products and directing them to specified retailers.

“As we enter the festive season, and there is a natural increase in food animal production and consumption, the welfare messages of the ads are even more important and we hope they will help make a real difference to people‘s shopping habits this Christmas,” she said.

Commenting on the latest campaign, British Poultry Council chief executive Peter Bradnock said that it is interesting and pleasing to see that the advertisements and the RSPCA statement are focussing on the benefits of Freedom Foods rather than attacking conventional systems.

“This more productive approach has been the theme of the council‘s contacts with the RSPCA, including director general, Jackie Ballard, over recent weeks.

It was also the theme of discussions between companies who produce both Freedom Foods and conventional birds and the RSPCA. It is good to see that these efforts appear not to have been wasted.”

The campaign ads will run in a range of national newspapers from mid November through to mid December plus several consumer magazines, including BBC Good Food Magazine.