DIARY: ... and on the subject of sheep, the RSPCA is trying to cash in, too

Christmas is not the only time the PR world runs seasonal campaigns, it seems.

The RSPCA's Platinum Mastercard has been launched to coincide with Easter and make use of the delightful images of newborn animals that accompany this time of year.

PR efforts for the card - which is a joint venture between the charity and the HFC bank - are now being overseen by consumer PR shop Starfish Communications.

The agency is promoting the financial boon the card offers - £15 for each card taken out and 25p for every £100 spent - by highlighting the number of plastic macs for lambs the £15 can buy (75, by the way).

'We couldn't ignore the UK's love of animals,' says HFC corporate affairs director Martin Rutland.

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