The RSPCA Approved brand is now more trusted as an indicator of higher welfare than the term ‘free-range’
CHALLENGE
RSPCA Australia needed to develop a sub-brand that would raise consumer demand for higher welfare produce farmed under their higher welfare farming accreditation scheme. The brief included the goal of creating a brand mark that would be widely recognised as the symbol of higher welfare produce in much the same way as the Heart Foundation’s tick of approval was recognised as heart healthy produce.
APPROACH
The approach was to lean heavily on the well known and loved master brand and develop a brand mark that incorporated RSPCA master brand elements, including colours, font and distinctive ‘paw’ symbol to immediately imbue the new mark with the high trust factor associated with the RSPCA brand.
The mark also had to stand out clearly on busy packaging. And because there are various species and products farmed under the scheme, it needed to have the flexibility to develop distinct versions of the mark for different species/ produce.
The ‘RSPCA higher welfare accreditation scheme’ also needed a shorter, punchier and more consumer-focused name, ideally included on the mark, even at the smallest reproduction sizes.
The result was the RSPCA Approved Farming logo, with the tag line, ‘Good food, good farming.’
The launch was supported by a national media campaign, including TV, online, print and radio executions.
OUTCOMES
The RSPCA Approved Farming logo is now seen in all major supermarket chains and major food outlets including McDonalds, Oporto and Nando’s. The uplift in consumer demand has led to over 90% of meat chickens in Australia being raised to higher welfare standards, and the RSPCA Approved brand is now more trusted than the term ‘Free range’.
OUTPUTS
Name/ Tagline/ Logo/ Development with and presentation to client/ Launch campaign/ TV commercials (Writer, Director)/ Radio commercials (Writer, Director)/ Press ads/ Online videos/ Producer information documents/ Consumer leaflets
RSPCA Approved Farming Scheme has improved the lives of millions of farm animals in Australia. In fact, since its inception in 1996, the RSPCA Approved Farming Scheme has helped over 1 billion farm animals enjoy better conditions on farm. That’s over 1 billion reasons to always choose higher welfare food produced under the RSPCA Approved Farming Scheme. Look for the RSPCA ‘Paw of Approval’ and find your nearest RSPCA Approved stockists at rspcaapproved.org.au
*Initial development of the brand mark was undertaken by Brian Daly while he was Group Creative Director at Enigma Communications