Our biggest in-store campaign yet: bringing higher welfare to OurCoop shoppers
By Steve Nutt, head of brand and marketing
When you’re doing your weekly food shop, there’s a lot to think about. From what to cook for dinner to how much you’re spending, animal welfare might always be at the front of your mind.
That’s why I’m particularly excited to announce our new in-store campaign with OurCoop.
We’ve launched our biggest in-store campaign to date, making it simpler for customers to choose products that support better lives for farmed animals.
The campaign will run until 17 November in almost 500 OurCoop stores, focusing on RSPCA Assured pork products. During the campaign, we’re going to be bringing our message to life across stores in the Midlands, Home Counties and East Anglia.
Reaching shoppers when it matters most
Working with OurCoop gives us a fantastic opportunity to connect with people. We can reach shoppers right when they’re deciding what to buy and let them know how their choices can make a difference.
The reason I’m so excited about this campaign is that instead of just a single advert, shoppers will see and hear our message throughout their shop – from the moment they walk through the doors to when they’re choosing products from the shelves.
They’ll spot our message on:
- Digital entrance screens
- Floor displays
- Electronic shelf edge labels
- Signs in chilled food aisles
- We’re also going to be running in-store radio adverts in 285 stores.
Working together to improve animal welfare
Supermarkets and retailers play an important role in improving the lives of millions of farmed animals.
By making higher welfare choices more accessible, they help shoppers make informed choices and increase demand for RSPCA Assured products.
This, in turn, encourages more farmers to adopt higher welfare to adopt higher welfare practices, helping to improve the lives of farmed animals across the UK
We’re delighted to be working with OurCoop. They’re a values-led retailer with strong links to local communities and a commitment to improving farmed animal welfare.
Support higher welfare when you shop
If you eat meat, fish, eggs or dairy, looking for the RSPCA Assured label is a simple way to identify higher welfare products.
It means the animals have been reared on farms assessed to the RSPCA’s strict farmed animal welfare standards.
The next time you visit an OurCoop store, keep an eye out for our campaign.
I hope it helps more people recognise the RSPCA Assured label and understand the difference their shopping choices can make.
Together, we’re creating a better future for farmed animals.
Thursday 15 October 2026
