A scene from the advert showing a Christmas Day breakfast with smoked salmon.

Put Scottish salmon on your Xmas shopping list, says RSPCA Assured


RSPCA Assured, the RSPCA’s ethical food label and assurance scheme used by Scotland’s salmon farmers, has launched a Christmas advert aimed at inspiring consumers to choose higher welfare food for their festive meals.

The 30-second advert showcases the joy of celebrating and sharing food with loved ones and emphasises the importance of eating meat, fish, and dairy products that have been ethically produced.

The ad will air across the Channel 4 network from today until December 24, with a kick-off spot on Steph’s Packed Lunch, as well as appearing alongside programmes such as The Great British Bake Off, Kirstie’s Handmade Christmas, Come Dine With Me, A Place in the Sun and Grand Designs.

Mindful choices

RSPCA Assured’s senior marketing manager Xenia Kingsley said: “Our Christmas campaign this year focuses on urging those who eat meat, fish, and dairy to consider farmed animal welfare, and to make more mindful choices across their entire festive feast.

“From smoked salmon and eggs on toast for breakfast, to traditional turkey and pigs in blankets at lunch, to the leftover sandwiches on Boxing Day, sharing lots of food with family and friends is at the heart of every Christmas celebration. But, before people relax and enjoy these delicious treats, we want them to stop and consider where their food comes from.

“Alongside encouraging consumers to see our label as the gold standard for animal welfare, our Christmas campaign aims to increase support for our member farms by highlighting their commitment to treating animals with compassion and respect. We hope this will drive demand for their produce and see a great Christmas for them all.”

The advert, which can be seen here, will also appear on Meta (Facebook, Instagram), TikTok and YouTube.