RSPCA ASSURED has launched a new TV advert that will raise awareness of its eggs.

The food label and farm assurance scheme will target would-be bakers by airing its new advert during the first episode of The Great British Bake Off, as well as the repeat and spin-off show ‘Extra Slice’.

See also: New RSPCA ad promotes its poultry in Tesco

An extended 20-second version of the ad will also air on Channel 4, More 4, Eden and Home and All4 video-on-demand service, from 29 September until 5 October. A version of the ad will also be available on YouTube.

RSPCA Assured certified egg producers – which include free-range, organic and barn systems – must meet the RSPCA’s strict higher welfare standards for laying hens, which go above and beyond legal requirements for egg-laying hens.

For example, birds are given raised perches, higher levels of lighting and objects like straw bales to peck at.

RSPCA Assured hopes the new ad campaign will encourage people who choose to eat eggs, only to buy ones carrying its label.

Egg box labels

Xenia Kingsley, the charity’s marketing manager, said: “It can be hard to know what the different labels on egg boxes mean.

“Our latest TV ad is designed to cut through the confusion and help people make a choice they can be proud of.

“Even if your baking doesn’t turn out how you’d hoped, as a consumer, you have the power to improve the lives of hens just by the eggs you choose to buy.”