Freedom Food

Come on, show you care!

Have you ever eaten a free-range egg?

If so, it is a high probability that your grilled, poached, fried or scrambled egg was from Freedom Food.

Freedom Food is an independent farm assurance and food-labelling scheme (not just eggs, but also poultry, meat and dairy products) established in 1994.

Freedom Food has led the way in improving farm animal welfare in this country and to date over 110 million farm animals have been reared within this scheme - benefiting from the higher welfare standards demanded by the RSPCA.

Our job is to spread the word, increase consumers' understanding and awareness of the scheme and encourage purchase of the many Freedom Food products. It is also to challenge false perceptions about farm animal welfare, being open and honest about the issues.

It is a complex and subtle marketing proposition, demanding sensitivity and a multi-audience approach covering consumers, producers, farmers and retailers - while of course being mindful of the RSPCA ownership of a commercial enterprise.

We use a multi-discipline approach with television and press advertising, direct marketing and PR.

The latest campaigns revolve around motivating consumers to actively pledge their support, not only by obviously purchasing the product, but by completing coupons (on and off-line media) - these are then used to persuade retailers to stock Freedom Food labelled products.

A classic push-pull strategy.

The communication is strident and invasive, cutting through apathy with lines such as 'do you label yourself as a caring type of person?'

Look out for the Freedom Food label next time you're doing the weekly shop.