RSPCA has launched its Choose Wisely campaign which is an online directory for anyone looking for a restaurant, café or eatery in their area that serves higher welfare food.
Some 85 per cent of Australians agree it’s important that the meat, eggs and dairy products sold in Australia are farmed in a humane way. Three quarters of Australians also agree that humanely produced food is important when eating at a café or restaurant.*
Choose Wisely started in 2007 as part of the RSPCA’s humane food efforts encouraging the uptake of higher welfare eggs, chicken and pork amongst the food service sector. A lot has happened since then and there’s never been more interest amongst consumers and businesses wanting to support humane food.
The initiative recently took on a new look and feel to re-energise the brand, broaden its appeal and attract more businesses to sign up.
RSPCA Australia CEO, Heather Neil said: “The timing of a campaign is often as important as its message and given the growing consumer interest in food provenance and humane farming, the time was right to refresh Choose Wisely and reach a broader audience.”
A new brand identity was developed, including logo and icon. The website was redeveloped, with particular focus on improving the search functionality, mobile optimisation and streamlining the business sign up process.
Author and chef, Simon Bryant, was approached to support the campaign and features in a video aimed at encouraging business sign up, while Australian fitness guru, personal trainer, author and TV personality Michelle Bridges came on board to support the cause and appears ad creative developed for the campaign.
A limited budget saw the campaign drawing on support from a number of consumer magazines as well as regional and metro press for coverage. The RSPCA’s social platforms, including Facebook, Twitter and eDMs were utilised to launch the campaign to its existing, substantial supporter base. An Instagram account was also created to support the campaign.
Since relaunching late last year the website directory has seen an increased uptake in business sign ups as well as increased traffic to the site.
* McCrindle Research April 2015
Strategy: Hope Bertram and Jessica Gray, RSPCA Australia + Lainie Towner and Melissa Hobbs
Brand creative + website design: Shannon Morton, Shannon Morton Design
Website: Pixel Palace
Production (video and image content): Brian Daly, The Proverbials + David Finnegan, Sense 6