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More than 500 restaurants sign up to campaign one month after launch and Freedom Food calls on more restaurants to commit to cage-free eggs.
More than 500 restaurants - including all National Trust restaurants and tea-rooms, Sainsbury's in-store restaurants, Hugh Fearnley-Whittingstall's River Cottage canteens and restaurant chains Giraffe and Leon - have already signed up to Freedom Food's 'Simply Ask'; campaign which launched last month. Freedom Food is now urging others to follow their lead.
TV chef and restaurateur Antony Worrall-Thompson and a host of MPs marked the launch of the campaign - which aims to get people to 'Simply Ask' about food provenance when eating out - by signing a giant seven-foot egg at Victoria Tower Gardens.
Early signs indicate 'Simply Ask' is going down well with consumers too. Numbers of people clicking through to www.freedomfood.co.uk/simplyask from online advertising in October and November were higher than the industry average. Adverts were carried on BBC Good Food, Channel 4 Food and Top Table websites.
The campaign has also received wide-spread press coverage including:
Twenty-nine national and regional lifestyle magazine articles including Hello, BBC Good Food, Olive, Delicious, BBC Easy Cook, Zest and the Daily Mail Weekend
News items or features appeared in 40 regional newspapers
Eleven lifestyle websites including All About You - who reported 449,000 plus unique users - as well as 15 regional news sites
Mentions on eight MPs websites and on www.politics.co.uk
Freedom Food marketing manager Caroline Gauntlett said: "Simply Ask has got off to a really positive start. With more than 500 restaurants, cafes and pubs already signed up and calls from potential new members daily, it has far exceeded our expectations."
"It is clear from the initial results we have found a campaign with which both restaurants and their customers can engage. It is proving to be a real recipe for success."
However Gauntlett is keen to stress that there is still a long way to go with the majority of restaurants still using cage eggs.
"'Simply Ask' isn't a quick fix solution. We recognise that many restaurants can't switch to using cage-free eggs over night. But we want those restaurants to start putting plans in place now to make the change to cage-free eggs by the end of 2010."
Freedom Food is asking restaurants, pubs and cafes using cage-free eggs that want to support 'Simply Ask', or are interested in phasing out cage eggs, to call 0300 123 0323 or email simplyask@freedomfood.co.uk.
Supporting businesses are listed on Freedom Food's online guide to 'Simply Ask' restaurants. To find out more visit www.freedomfood.co.uk/simplyask.
Plans are already underway to build on `Simply Ask¿s¿ success in 2010 with a major burst of publicity in the summer.
For all media enquiries please contact the press office on 0300 123 0134 or 0207 630 6633.
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