The UK’s Royal Society for the Prevention of Cruelty to Animals has launched a new campaign calling on retailers to stop selling cheap meat from chickens raised in poor conditions with full page ads in four national newspapers. The group also asks shoppers to be prepared to pay more to ensure better conditions for the animals. RSPCA wants retailers to commit to selling only “higher welfare chicken” produced to its Freedom Food standards by 2010. The campaign follows up a series of television shows on UK’s Channel 4 by chefs Hugh Fearnley-Whittingstall and Jamie Oliver highlighting the lives of intensively reared chickens.