Shoppers are being urged to upgrade to higher-welfare chicken and petition for retailers to ditch 'standard' chickens in an RSPCA campaign backed by celebrity chefs Jamie Oliver and Hugh Fearnley-Whittingstall.

The RSPCA is relaunching its campaign for better farming standards for chickens through full-page ads in national newspapers challenging retailers to sell higher-welfare chicken by 2010 and an online petition urging retailers to do the same. The campaign will focus this month on the conditions under which chickens are reared as the celebrity chefs present programmes on the issue.