Here’s something I didn’t know before working for the Chicken Farmers of Canada: chickens in Canada actually aren’t treated terribly. In fact, they’re kinda raised right—no cages, no steroids, and no antibiotics. So to let other people know, we made some super polite chickens.
Was anthropomorphizing an animal you eat a bad idea? It’s entirely possibly. But the campaign did have a significant positive impact on consumption, spending, and farmer perception, with 45% recall nationally (a 14% jump).
We also sent a chicken out onto the streets of Toronto to do good all across the city.