RSPCA rebrands animal welfare scheme

The RSPCA’s animal welfare assurance scheme, Freedom Food, has announced it will rebrand to ‘RSPCA Assured’ in response to consumer research.

The decision to rebrand Freedom Food comes as a survey conducted by the RSPCA also highlighted how consumers felt the Freedom Food logo was “misleading” and “not eye-catching”.

A review of the Freedom Food mark in 2013 also recommended more “prominent use” of the RSPCA logo within the brand, which was felt to have more impact and recognition with consumers.

The rebrand will take place in 2015, with RSPCA animal welfare-assured products bearing the new logo, which will be supported by a television advertising campaign.

“This is a natural next step for the scheme,” said Jeremy Cooper, Freedom Food CEO.  
 
“We know from our research that by using a brand so closely aligned to the RSPCA, consumers will immediately recognise it as an animal welfare mark.
 
“We believe it will bring significant benefits to our members, retailers and to the foodservice industry – and help bring RSPCA welfare standards to millions more farm animals.”

Mike Tomlinson, chairman of the RSPCA Council of Trustees, added: “The RSPCA has been committed to improving farm animal welfare since its foundation in 1824, and the launch of Freedom Food 20 years ago provided a unique opportunity to progress that aim.

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