RSPCA Assured has launched a new radio campaign highlighting its ‘on-the-ground work’ to improve farmed animal welfare, with a focus on its farm assessors.
Voiced by a RSPCA Assured farm assessor, the advert provides listeners with insight into the welfare checks carried out by the charity, running for three weeks from March 23 on Absolute Radio and Greatest Hits Radio networks.
The campaign comes as RSPCA Assured continues to show strong consumer awareness – with latest YouGov research showing a two-year high in awareness at 52%.
“This is our first major campaign since launching our refreshed brand in October and we wanted to go back to basics to show people what we’re all about – getting out onto farms to make sure animals have better lives,” says Steve Nutt, RSPCA Assured’s head of brand and marketing.
“We wanted a ‘boots on the ground’ feel to give consumers the confidence that RSPCA Assured is out there every day, making sure the products they buy genuinely come from farms meeting higher welfare standards.”
The voiceover was recorded by Mark Robertson – regional assessment manager for the RSPCA Assured assessor team – who has worked for the charity for 10 years, and the script was created in-house.
“It was great to be involved and I wanted to do justice to the dedication of my colleagues at RSPCA Assured. We’re one hundred percent committed and work hard to improve the lives of farmed animals, and that’s what I really wanted to get across,” he said.
With the charity’s new look certification mark still in the process of being rolled out across food packaging and menus, the charity chose radio marketing to overcome the challenges of its changing visual identity.
“Launching the new look certification mark last October was a big moment for us,” Mr Nutt added. “It supports our ambition for half of the UK’s farmed animals to be raised to higher welfare standards by 2050, by making it easier to recognise higher welfare products when you’re shopping or eating out.
“We want people to hear the ad and feel reassured that RSPCA Assured isn’t just a food label – it’s the reassurance that people like Mark are checking farms every day to make sure farmed animals genuinely have better lives.”