RSPCA Assured has launched the second episode in its online micro-documentary series, Welly Vision, as part of a major push to better educate consumers about farming and where their food comes from.
Presented by food journalist, campaigner, and Food Unwrapped presenter, Kate Quilton, the first and second instalments of Welly Vision are available to view now on RSPCA Assured’s website.
The latest 10-minute micro-documentary focuses on laying hens and is aimed at the 64 million or so people in the UK who eat eggs – that’s about 97% of the UK population.
It covers topics such as different methods of egg production, egg codes, shell and yolk colour, as well as more challenging subjects. There will also be two shorter videos available in the coming weeks honing in on specific areas of egg production.
Xenia Kinglsey, RSPCA Assured’s senior marketing manager, said: “In this second episode of Welly Vision, we aim to continue educating people about the challenges of farming animals for food, with the ultimate goal of highlighting the importance of higher welfare labels.
“After the huge success of episode one, which focused on pork production, we’re really excited to see how this latest instalment is received.”
Welly Vision will also be promoted with TV advertising from November 5 on Channel 4, Sky Max, Sky Showcase, Sky Atlantic, Food Network, More 4, Eden, HGTV as well as video-on-demand services from November 4-10. Peak spots will include slots during Great British Bake Off: An Extra Slice. The TV ad will feature highlights from both episodes one and two of the micro-documentary series.
The campaign is also being supported with full-page print ads in Sainsbury’s, Olive, Delicious, Foodism and BBC Good Food magazines, as well as social media ads and organic posts.
The first episode of Welly Vision, which looked at pigs and pork production, was broadcast in August this year. Future episodes of Welly Vision, focusing on meat chickens and turkeys, will be launched in 2022.