RSPCA Assured is seeking to use today’s focus on pancakes to promote its ethical food label through the screening of an advertising campaign which has already been aired in the run up to Pancake Day.
Featuring the voice of actor John Hurt, the ad has been shown during popular programmes including Channel 4’s Sunday Brunch and Come Dine With Me and More 4’s Jamie’s 15 Minute Meals and Kitchen Nightmares.
Although obviously taking RSPCA Assured eggs as its direct Shrove Tuesday target, the campaign is part of the organisation’s drive to raise public awareness of its food label, including its extensive involvement with UK pig production.
“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,” said the organisation’s marketing manager, Liam Kurzeja.
As well as the TV ad, this is the first time RSPCA Assured has also launched a recipe video on how to make a pancake on Facebook, Twitter and Instagram, again all part of its wider promotional backing for the brand which already claims to have 96% recognition with consumers.
The organisation also estimates that the amount of RSPCA Assured labelled food could increase by as much as 200% within five years due to an increase in consumer demand.