The RSPCA Assured label - which replaced the Freedom Food logo last May - was launched into supermarkets and restaurants in a bid to help millions more farm animals have a better life.
The label exceeded all expectations by achieving 28% consumer recognition in its first nine months of being launched. And, in addition to the existing product range, more than 29 new RSPCA Assured product lines have been rolled out - including 15 in Sainsbury’s and 11 in Ocado - since the label first hit supermarket shelves.
Commenting on the finalists for this years awards Chris Daly, acting chief executive of CIM, says: “It’s a pleasure to announce the finalists of the Marketing Excellence Awards. We’ve seen some fantastic entries this year and it is already clear that this will be a great representation of our industry’s hard work over the past 12 months.
“The finalists are varied, innovative and showcase a range of high quality campaigns. The point in these Awards is to remind us why we do what we do, and to demonstrate the impact that creative and well delivered marketing can have across businesses.”
Liam Kurzeja, marketing manager for RSPCA Assured, puts the success of the new label down to the simple approach: “It’s not rocket science. We just looked at what shoppers want - clear simple messaging. So we launched a new label that is what it says it is - RSPCA Assured means good farm animal welfare. It’s that simple.
“And we used the same straightforward approach in our marketing of the brand. No fancy gimmicks or complicated graphics but simple, clear, honest messaging that leaves people in no doubt of what RSPCA Assured is about.”
“We’re really chuffed we’ve got through to the finals for such a prestigious award and are keeping everything crossed for the winning title in April.”
Freedom Food estimates the amount of RSPCA Assured labelled food could increase by 200% within five years of its launch due to an increase in consumer demand. It also predicts the new label could help improve the lives of a further 100 million farm animals, plus many millions of farmed salmon and trout, during the same period.
