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Leveraging consumer voices to improve welfare standards

RSPCA

Better Chicken Commitment

What we achieved

  • Strategy

    Campaign Proposition and Messaging

  • Creative

    Concept Development and Visual Identity

  • Production

    Hero Animation, Optimised Social Media Content

87% of consumers expect higher welfare standards for chicken meat sold by supermarkets. After years of encouraging supermarkets to change, we teamed up with RSPCA to leverage the voices supermarkets will hear the loudest: consumers.

The targeted digital campaign encourages consumers to put pressure on supermarkets to adopt the Better Chicken Commitment.

Driving consumer action

Fundamentally, the campaign is about educating consumers in order to spark direct action. So, we developed informative and action-oriented messaging under a simple and direct proposition; All Chickens Deserve Better. This is then balanced with RSPCA’s brand through a warm and positive visual approach.

It leans away from placing blame on stakeholders across the production process, instead positioning the campaign as the ‘no-brainer’ solution; that the obvious standard for every chicken should be high-welfare rearing.

Driven by audience motivations

Across a suite of social media assets, the campaign tackles welfare driven by audience motivations.

To deliver the campaign, we developed a phased plan and supporter journey, ensuring we were reaching and engaging targeted audiences with the right message and at the right time.

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