RSPCA Assured has launched its largest ever in-store campaign. Partnering with OurCoop, the two organisations will help shoppers spot higher welfare products more easily.
Running until 17 November 2026, the campaign 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 activity 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.
Steve Nutt, head of brand and marketing at RSPCA Assured, says: ”We’re delighted to be working with a values-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. 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, from entering the store to choosing a product and reaching the checkout.”
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. Today, there’s an average of 24 different RSPCA Assured labelled products in each OurCoop store.
Adele Balmforth, interim commercial projects officer at OurCoop, says: “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. Working with RSPCA Assured allows us to bring this message to life in our stores, helping shoppers recognise the label and make informed choices about the food they buy.
“As a co-operative, we believe in making a positive difference for our communities, and animal welfare is an important part of responsible retailing. This campaign builds on our long-standing relationship with RSPCA Assured and helps bring higher-welfare choices to the forefront of the shopping experience.”
The campaign forms part of RSPCA Assured’s work to increase consumer awareness, understanding and trust in the label, as well as encouraging greater demand for products from farms meeting the RSPCA’s higher welfare standards. By bringing the label to life in store, RSPCA Assured hopes to help more people understand where their food comes from and the difference their shopping choices can make for farmed animals.
Chris Hall, (GIG Retail), Media Sales Lead at Media360Coop, arranged the campaign with RSPCA Assured. He adds: “This campaign leverages retail media throughout the store to grab shopper attention at every touchpoint, helping them to make informed purchases. It’s a brilliant demonstration of a trusted partner and retailer coming together through shared values to enhance the customer experience.”
Shoppers can look out for the RSPCA Assured campaign in participating OurCoop stores until 17 November and choose products carrying the RSPCA Assured label to support higher welfare for farmed animals. For more information about RSPCA Assured, visit their website rspcaassured.org.uk
RSPCA Assured is the RSPCA’s ethical food label and farmed animal welfare assurance scheme. Their expert assessors check more than 4,000 farms and businesses – so when shoppers see the RSPCA Assured label on food packaging and menus, they know the RSPCA’s strict animal welfare standards have been met.
