RSPCA Food Drum News

RSCPA set to unveil online ad campaign with Harrison and Co


By The Drum Team | Editorial

March 9, 2012 | 2 min read

An online campaign for the RSPCA’s Freedom Food labelling scheme, featuring ex-Atomic Kitten singer Liz McClarnon, is to launch on Monday.

Running for four weeks across popular news, lifestyle and food websites, the campaign by Brighton based Harrison and Co is made up of two rotating banner graphic ads - one featuring chicken and the other a pig.

The ads promote the fact that viewers can download a free copy of Freedom Food’s Celebrity Recipe Collection eBook, and click-throughs lead to a webpage where viewers can also find out more about some of the key welfare concerns about animals farmed for food in the UK, and where to buy Freedom Food labelled products.

Liam Kurzeja, Freedom Food’s marketing manager, said: “The campaign is aimed at budget-conscious people who care about animals. The message we want to get across is that if you care about farm animal welfare, Freedom Food is the only label backed by the RSPCA.

“The ad will be displayed over 19m times over four weeks on different websites and our aim is to achieve a 0.06% click through rate. This will help our overall aim to boost awareness of Freedom Food amongst our target audience by 5% next year.”

RSPCA Food Drum News

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