The RSPCA is launching an online advertising campaign to increase awareness of its Freedom Food labelling scheme.

The new campaign kicks off on Monday (12 March) and is fronted by Celebrity Masterchef winner and former Atomic Kitten singer Liz McClarnon. Online advertisement banners designed by Brighton-based agency Harrison and Co will run for four weeks on news, lifestyle and food websites.

Consumers who click on the banners will be directed to a Freedom Food website with further information on its standards. They will also be encouraged to download a copy of Freedom Food’s celebrity recipe collection e-book free of charge.

Freedom Food marketing manager Liam Kurzeja said the campaign was aimed at “budget-conscious” consumers who care about animal welfare. “The message we want to get across is that if you care about farm animal welfare, Freedom Food is the only label backed by the RSPCA.”

The RSPCA also wanted to stress that higher-welfare foods did not always cost a lot more, Kurzeja added. “Freedom food chicken can cost as little as 86p more than a standard chicken – that’s less than the price of a lottery ticket,” he said.