23 December, 1988
The RSPCA has appointed Abbott Mead Vickers SMS to handle its pounds
500,000 account - and immediately pitched the agency into its fight
against the brutal treatment of Britain’s battery hens.
Capitalising on the salmonella-infected eggs scare, the society took
full-page ads in Thursday’s editions of the Times and the Independent,
drawing attention to the suffering endured by the birds so that eggs
reach the supermarket shelves.
’We have been inundat-ed with calls since the TV has been showing shots
of the battery houses,’ the RSPCA’s director of public relations, Gavin
Grant, explained. The ads are planned as a prelude to a spring campaign
against intensive farming methods.
Grant stressed, however, that the society had no intention of
jeopardising the relationship between Abbott Mead and its Sainsbury’s
client. ’We want to take advantage of the link to talk to Sainsbury’s,’
he said. ’We want them on our side.’
The agency’s first major project for the society will be a new year
national press campaign to win more public support for a dog
registration scheme in the wake of the Government’s decision to scrap
the dog licence.
AMV went on to produce a series of campaigns that used humour and shock
tactics.
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