Rebranding Freedom Food
By Chris Harrison
We recently rebranded Freedom Food, which has changed its name to RSPCA Assured. RSPCA Assured is a membership organisation, largely made up of farmers and food producers, first set up by the RSPCA in 1994. The food supplied by these farms to supermarkets carries the Freedom Food mark, which will now be replaced by the new, RSPCA Assured, identity. One of the main problems with the old logo was that the consumer didn’t understand what the ‘f’ stood for. Research showed that consumers responded positively to the RSPCA association – one of the most recognisable brands in the UK. Companies that carry the mark include McDonald’s, which uses RSPCA assured chicken and Sainsbury’s, which stocks a wide range of products including beef, milk, eggs, poultry and salmon, all of which will carry the new identity on pack. The new mark will roll out in 2015.