Shopper Marketing agency Energi has worked closely with SPCA to launch the SPCA Animal Welfare Certified programme, supported with an integrated media campaign.
Developed by the SPCA Science team in collaboration with farmers, this programme aims to raise the standard of care for farmed animals to meet higher animal welfare standards.
The campaign of paid, earned and owned platforms and channels, utilises reach mediums of radio, video and path-to-purchase digital outdoor, complimented with a comprehensive social media campaign to educate conscious consumers on farming with care practices.
Energi Director of Integration, Louise Bentley says: “Flagging the farming with care initiative to the supermarket shopper prior to embarking on their weekly shopping missions ensures the good work of SPCA is also supported within FMCG producers of food. With the proliferation of supermarket products competing for space, and brands competing for hearts and minds, this program actively encourages brands and products to aspire to more ethical farming practices.
“For farmers planning today, how they will grow future food to fulfil future demand, ethical food growing can become their why too. Looking for brands displaying the SPCA blue badge while undertaking the weekly shop, actively encourages ethical farming and for the shopper, purchasing these SPCA Certified brands, comes with a bonus, it shows they care too.”
Client
SPCA New Zealand
General Manager Marketing & Fundraising – Julia Van de Coolwjk
Marketing Manager – Sabine Kreukel
Animal Welfare Expert – Kelly Drake
Agency
Attain X Energi
CEO – Sharn Piper
Head of Strategy & Insights – Lew Bentley
Director of Integration/Producer – Louise Bentley
Creative Director – Anthony Simons
Designer/Art Director – Teri Forsyth
Copywriter – Erica Shepard
Designer – Josh Katz
Social Media Manager/Ai Strategy – Jack McPherson
Clint Gray – Growth Platforms Manager
Chris Ogles – Search & Data Insights Manager
Production House
Kontent – Director Simon Mark-Brown
