Animal welfare scheme RSPCA Assured has launched a new advertising campaign voiced by veteran actor Sir John Hurt.

The campaign is the first to be undertaken by the former Freedom Food scheme since it rebranded last year, and forms part of a strategy to increase the amount of products certified under the brand by 200% within the next five years.

The ad will appear from today (7 September), on Channel 4 – during episodes of Sunday Brunch, E4, More4, Film4 and Dave, and will be supported by online and Facebook advertising, and recipes on the Food Network website.

“The catchy combination of poetry, animation and a familiar and well-loved voice is designed to engage, educate and encourage viewers to buy RSPCA Assured labelled food,” said marketing manager Liam Kurzeja.

“The more people are aware of RSPCA Assured and choose the products, the more supermarkets will stock them and more farm animals will have a better life,” he added.