Freedom Food’s Easter ads

The RSPCA’s Freedom Food scheme is launching a national press campaign to drive consumer understanding of welfare issues for laying hens and chicken bred for meat—as well as drive sales of its products—over the Easter period.

The campaign, which is the first of two press bursts planned by Freedom Food in 2005, includes two different adverts focusing on two key product areas—eggs and chicken. The ads build on last November’s activity, with each version highlighting the benefits of improved welfare standards for farm animals and a call to action asking consumers to show their support by buying Freedom Food labelled products and directing them to specified retailers. Consumers are also encouraged to visit the Freedom Food website to learn more about the scheme.

The campaign ads will run in a range of national newspapers from the end of March through to the beginning of April.

Amanda Miles, marketing manager of Freedom Food, said: “As people start stocking their cupboards with foods over the Easter period, the messages of the ads are even more important and we really hope they will help bring welfare to the forefront of consumers’ minds.

“We aim to build upon the success of our 2004 autumn advertising and continue increasing awareness and understanding of Freedom Food throughout the year.”