/case studies
Brand focused business strategy: RSPCA Freedom Food
The need: Freedom Food is the RSPCA’s farm animal assurance and food labelling scheme that is focused on improving the welfare of farm animals reared for food. When we started working with Freedom Food they were at a strategic crossroads, they had a very clear vision, but the scale, speed and nature of its fulfilment needed to be defined and agreed. Brand Catalyst was asked to help develop a five year strategy to determine the growth objectives for the organisation and the brand and marketing strategy that would help Freedom Food to achieve those objectives.
Our work: Our work involved significant consultation within the RSPCA and with farmers, producers, Government, retailers and other ethical schemes. We assimilated this research and presented recommendations, including five different growth scenarios to developing the Freedom Food offer.
The result: Since we delivered this work the Freedom Food mark is now present across many more food categories and in many more retailers, including: Aldi, Asda, Booths, Budgens, The Co-Op, Iceland, M&S, Morrisons, Sainsbury, Somerfield, Tesco, Waitrose and independents through wholesalers such as Costco and Nisa the independents’ buying organisation.
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