People's Choice Supermarket Award

Let your customers decide

This is your opportunity to let your customers decide who they think is the Number One supermarket for animal welfare.

We launched the People’s Choice Supermarket Award to encourage ethical consumers to take action and spread the word about what their favourite large retailer is doing to help raise standards of animal welfare. We wanted you, the retailer, to harness your customers support to vote for you. One of the most positive accolades a business can achieve is customer support.

To be in the running, you first have to fill in the entry form and tell us what you have been doing during the last year to improve animal welfare and how you have communicated this to your customers.
The RSPCA Good Business Award judges carefully consider all the applications and decide on a shortlist for the public to vote on.

As a finalist - The Co-operative, M&S, Sainsbury’s and Waitrose in 2010 – you get the chance to encourage your customers into action using all the means at your disposal. We play our part too, highlighting each supermarket’s top five actions to raise animal welfare standards. We promote this through social media, a digital campaign and on line communications from the RSPCA backed up with adverts in a national newspaper. People vote either online or by text.

There’s a five-week window of opportunity for voting – starting on August 8 – and this year’s the People’s Choice Supermarket Award is expected to be even more popular than 2010’s which attracted over 14,500 individual votes.

The Co-operative retained the title last year, achieving forty-five percent of the vote, benefiting from great promotion in store, utilising website homepage banners and banners on email newsletters, coupons to membership, in-store radio, in-store till screens, the intranet and the store magazine to colleagues.

The question is: will your supermarket be in the running for the People’s Choice Supermarket Award this year?

You said it…
Annie Graham, Sainsbury’s – “We are delighted – this award is down to all the hard work and effort by Sainsbury’s and the farmers that we work with. The scale of our business means that it can take longer to deliver results but is really is important to us to help the farmers, the customers and ultimately the animals.”

Here comes the judge…
“Under pressure the food industry has recognised that having good animal welfare policies adds extra value. The public are starting to recognise, and with added pressure from the press, that we all have a responsibility towards animals.” – Richard Johnson, food journalist and broadcaster