RSPCA Assured, in partnership with ourCoop, has launched its largest ever in-store campaign focused on higher welfare pork products.
Running until 17 November 2026, the campaign will appear in almost 500 Coop stores, reminding shoppers to look for the RSPCA Assured label when choosing products.
Shelf-edge signs, floor displays, digital screens, checkout messaging and in-store radio will highlight RSPCA Assured messaging to shoppers, encouraging them to choose higher welfare pork products.
The campaign represents one of RSPCA Assured’s most extensive in-store activations to date and will feature across hundreds of stores in the Midlands, Home Counties and East Anglia.
The partnership builds on a long relationship between RSPCA Assured and the co-operative. The Co-op Group was the first retailer to join the RSPCA’s farm animal welfare assurance scheme, then known as Freedom Food, in 1994. Today, there ia an average of 24 different RSPCA Assured labelled products in each OurCoop store.
Higher welfare choices
Steve Nutt, head of brand and marketing at RSPCA Assured, says: ”We are a nation of animal lovers, and we know those who choose to eat meat, fish, eggs or dairy want farmed animals to have better lives. But it isn’t always easy to know what to look for when you’re food shopping.
“That’s why we want to make higher welfare choices as easy and accessible as possible. Looking for the RSPCA Assured label is one super simple thing shoppers can do to support better lives for farmed animals.
“Retailers have a hugely important role to play in improving lives for farmed animals. By making higher welfare products more visible in store, together we can encourage more people to choose them, grow demand and ultimately encourage more farmers to adopt higher welfare practices.
“We’re delighted to be working with OurCoop to put that message directly in front of millions of shoppers.”
Adele Balmforth, interim commercial projects officer at OurCoop, says: “We want to help our members and customers make informed choices when they shop, and making higher-welfare products easier to spot is an important part of that.
“By working with RSPCA Assured, we can help more shoppers recognise the label and understand how the choices they make can make a difference to farmed animals. It’s a great way to build on our long-standing relationship and bring a message that matters to life in our local stores.”