RSPCA's Freedom Food appoints Total Media

Freedom Food, the RSPCA's farm assurance and food labelling scheme, has appointed Total Media to handle the planning and buying for its first media push.

RSPCA: appoints Total Media to Freedom Food account
RSPCA: appoints Total Media to Freedom Food account

The Freedom Food scheme is backed by retailers including Sainsbury's, specialist online retailers, independent stores and National Trust farm shops.

Pedro Martins, director at Total Media, said: "The not-for-profit sector is naturally cautious about how it spends its limited resources and we are only too pleased to demonstrate that a smart media planning and buying strategy can be both impactful and inexpensive."

As part of the media plan, Total Media has booked offline and online display advertising over a four week period in Take a Break, What's on TV, Pick me Up, Chat and TV Choice.

The group will also work with digital ad agencies Rocket Fuel, MexAd and Crimtan.

Total Media's not-for-profit clients include the Smile Train, The Brooke Animal Hospital and The Woodland Trust.

The RSPCA is currently reviewing its £6m media business.

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