Celebrity chef Curtis Stone is the face of a new ad campaign for Coles, promoting the supermarket’s RSPCA-approved chicken.

All of the chicken on sale at Coles is now approved by the animal charity.

A statement from Coles said: “With chicken on the menu in over 95% of Australian households and eaten between two and four times a week by almost 80% of customers, the move is good news for chicken meat lovers. It’s also good news for Australian chicken farmers as almost a third of customers said they would buy even more chicken if there were better welfare options.”

John Durkan, Coles chief operating officer, said: “Coles has listened carefully to what customers are telling us about animal welfare and the quality of the food they feed their families. We’ve taken this feedback to our farmers and growers and worked with them to deliver a better product without adding to the cost of the weekly shop.”

Stone, who is a Coles ambassador, said: “Australian farmers already produce some of the best food in the world and I’m delighted that they are once again leading the way in helping Australian families serve up better quality, better tasting food.”