RSPCA Assured has launched a new website in a push to boost consumer awareness and trust in the brand, as well as better promote choosing RSPCA Assured products as a higher animal welfare option.
It comes following news last month that 64% of young professionals and families now recognise the RSPCA Assured logo, less than six years after it was re-branded from Freedom Food.
The website has new features including a ‘where-to-buy’ RSPCA Assured products tool; information about its policies on plastic packaging, soy and palm oi; how the charity is funded; and how RSPCA Assured tackles primary consumer welfare concerns for different farm animals.
Popular content from the old website has also been revamped for the new-look site, including recipes, features on RSPCA Assured members and the latest news.
Over the coming months, new infographics and video content will also be added to the site to further boost visitor experience and engagement.
Jodie Adam, digital communications manager at RSPCA Assured, said: “We decided the time was right to refresh and relaunch our website for two reasons. Firstly, the results of our consumer research which showed that customers really want to know more about how RSPCA Assured works and why they should trust us. And secondly, to meet the changing trends in the way people access information on the internet.
“Last year 60% of visitors to the website accessed it via mobile so, with this in mind, not only have we made it easier to find what you are looking for but we have also designed it with mobile browsing in mind. We hope this means we will hit our target of 250,000 hits this year.”
