Sainsbury’s uses press ads to defend animal welfare record

Sainsbury’s has launched a press campaign defending its animal welfare record in the week the supermarket and its rivals were slammed for failing to take part in a debate about battery farming chicken.

The ads, which ran in several national newspapers today (January 10), says it is committed to improving standards still further, which it adds “will make our chicken taste even better”.

The ad features a quote from celebrity chef Jamie Oliver – the face of the brand’s advertising – saying Sainsbury’s has the “most to be proud of” on the issue of animal welfare.

Oliver – who is paid £1.2m a year by Sainsbury’s – said it was “shocking” that the supermarket along with Tesco, Asda and Morrisons, did not attend a TV debate on the practice of battery farming eggs and chickens.

However, Sainsbury’s chief executive Justin King said on Radio 4’s Today programme this morning that the company’s is “very happy” with Oliver, adding that his “independence of mind” was a “great benefit” to Sainsbury’s.