RSPCA Assured – the RSPCA’s new ethical food label, previously known as Freedom Food – has launched a TV advertising campaign.

RSPCA Assured
RSPCA Assured, previously Freedom Food, is the RSPCA’s ethical food label dedicated to farm animal welfare.

A television advert featuring the voice of actor John Hurt is being shown during programmes such as Channel 4’s Sunday Brunch, Come Dine With Me and More 4’s Jamie’s 15 Minute Meals and Kitchen Nightmares.

Setting an eggs-ample

The charity says 52 million eggs are used by Britons on Pancake Day – 22 million more than any other day of the year.

And with about half of eggs produced in the UK coming from hens kept in cages, Liam Kurzeja, marketing manager of RSPCA Assured, hopes the new campaign will encourage people to look for RSPCA-Assured eggs, which are cage-free.

He said: “The quirky combination of animation and poetry used in the ad is designed to be engaging and educational, with a clear ask for people to choose RSPCA Assured products.”


RSPCA Assured has also launched a recipe video on how to make a pancake on Facebook, Twitter and Instagram.

Improving millions of lives

The RSPCA Assured label on meat, eggs and fish, which launched last May, hopes to help improve the lives of a further 100 million more farm animals, plus many millions of salmon and trout, within five years.

With 96% recognition of the RSPCA brand, it is estimated the amount of RSPCA Assured-labelled food could increase by as much as 200% within five years, due to an increase in consumer demand.

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