The RSPCA Assured charity has launched its largest ever in-store campaign. Partnering with OurCoop, the two organisations will help shoppers spot higher animal welfare products more easily.
Running until 17 November, the activity will spotlight RSPCA Assured across nearly 500 OurCoop stores, using a combination of in-store radio, digital screens, floor vinyls, chilled pennants and electronic shelf edge label surrounds.
Focusing on RSPCA Assured labelled pork products, the move will raise awareness of OurCoop’s higher-welfare products to shoppers throughout their visit, from “the moment they enter the store to the fixture and shelf edge, and through to the checkout,” it said.
Steve Nutt, head of brand and marketing at RSPCA Assured, said: ”We’re delighted to be working with a value-led retailer with such strong links to local communities.
“Retailers have a hugely important role to play in improving the lives of millions of farmed animals.”
“Retailers have a hugely important role to play in improving the lives of millions of farmed animals. By making higher welfare choices easier and more accessible for shoppers, together we can grow demand for RSPCA Assured labelled products and encourage more farmers to adopt higher welfare practices - improving the lives of millions of farmed animals.
“Working with OurCoop gives us a brilliant opportunity to reach people at the point where purchasing decisions are actually being made. Rather than relying on a single advert, shoppers will see and hear our message at different stages of their visit.”
Extensive activations
The campaign is one of RSPCA Assured’s most extensive in-store activations to date, and will feature across hundreds of stores in the Midlands, Home Counties and East Anglia.
It will include chilled pennants in 382 stores, electronic shelf edge label surrounds across more than 400 stores, floor vinyls in 100 stores and digital till screens in 481 stores. In-store radio will also run across 285 stores, while entrance screens will feature in 68 stores.
The partnership builds on a long relationship between RSPCA Assured and co-operative retailers. The Co-op Group, whose products are sold in OurCoop stores, was the first retailer to join the RSPCA’s farm animal welfare assurance scheme, then known as Freedom Food, in 1994.
Adele Balmforth, interim commercial projects officer at OurCoop, added: “We want to make it easier for our members and customers to identify products that support higher animal welfare standards when they shop with us.
“As a co-operative, we believe in making a positive difference for our communities, and animal welfare is an important part of responsible retailing.”
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