The advert is in response to the concerns that almost half of the eggs produced in the UK come from hens in cages. It will air during an ad-break of the first episode of The Great British Bake-Off and on ‘Extra Slice’ this evening (22 September). 

RSPCA Assured certified egg producers go ‘above and beyond’ industry requirements for egg-laying hens by giving them raised perches, higher levels of lighting and objects like straw bales to peck at. 

The advert aims to encourage people to choose cage-free eggs, which can be purchased in Tesco, Sainsbury’s and ASDA. 

Xenia Kingsley, RSPCA Assured marketing manager, said: “It can be hard to know what the different labels on egg boxes mean. Our latest TV ad is designed to cut through the confusion and help people make a choice they can be proud of.

“Even if your baking doesn’t turn out how you’d hoped, as a consumer you have the power to improve the lives of hens just by the eggs you choose to buy." 

For more information about RSPCA Assured eggs visit: https://www.rspcaassured.org.uk/farm-animal-welfare/egg-laying-hens/.