Email
Menu

Campaigning for better food labelling standards

RSPCA

Better Labelling, Better Choices

What we achieved

  • Strategy

    Campaign Proposition and Messaging

  • Creative

    Concept Development and Visual Identity

  • Production

    Hero Animation, Optimised Social Media Content

Without proper labelling, its difficult for consumers to make informed choices about their meat products. This means they can unknowingly support poor animal welfare practices and environmental standards in the products they buy and consume.

So, we partnered with RSPCA to put pressure on the UK government to change legislation and make labelling clearer.

The social media campaign encourages supporters to contact their local MP and demand better food labelling standards.

Creative campaign proposition led by insight

Insight showed that many consumers want to make better choices in the products they buy; that they care about the quality of their meat products, and believe in better animal welfare and environmental standards. However, they also aren’t aware that current labelling makes it difficult for them to make the right choice. 

So, we developed a campaign proposition that aligns with their values, while raising awareness and changing perceptions of the issue; ‘If you can trust the label, you can trust your choices’. Alongside the hashtag #BetterLabellingBetterChoices, the campaign shows that consumers deserve real and informed choice about the food they buy and the practices they support. 

Balancing the emotional vs rational

Shared beliefs are much more powerful unifiers than gender, age or geography alone. So, we targeted this campaign to two core audience groups;

  • Conscious consumers: people who care about quality of products, more cold audiences.
  • Animal Lovers: people who are warmer to RSPCA and already believe in animal welfare and protection.

We then developed a messaging platform to target both the emotional decision influences, as well as the rational, using a combination of influential campaign messages across a series of social media content.

 

We designed the visual identity to be bold, striking and direct. Inspired by the classic ‘spot the difference’ game, it brings the proposition to life by comparing two seemingly similar meat products. However, by prompting the audience to distinguish the products’ production method or country of origin, for example, it highlights the need for clearer labelling in our supermarkets. 

This simple and clear concept and animation style emphasises the simplicity of RSPCA’s solution, while keeping the campaign top-level and engaging, rather than simply explanatory and informative.

Influencing the government and a change in legislation

We delivered the campaign across key phases of the government’s consultation process, using social media to gain a swell of public engagement and support. While the campaign is ongoing, the social media strategy has already gained huge support from the public through a combination of social media assets, a hero animation and a clear call-to-action.

© 2024 Raw London