Compassion Launches ‘Better Chicken’ Identity to Raise Awareness of Broiler Welfare

Compassion in World Farming has launched a new Better Chicken visual identity in response to food businesses who requested support in communication, recognition and understanding of the Better Chicken Commitment (BCC).  The result is an eye-catching chicken ‘face’ logo with the strapline, ‘Committed to Better Chicken, Raising Standards Together’ with supporting visual and animated assets. 

The identity and accompanying assets were created by creative change agency, Born Ugly, and can be used by companies that have signed up to the BCC on their digital channels to talk about their journey towards fulfilling the higher welfare criteria.  

Alternative versions of the logo have been developed for companies to use as they move forward, such as ‘Progressing Better Chicken’ or ‘Delivering Better Chicken’ for when their chicken meets 100% compliance with BCC.  There are also visuals, animations and videos highlighting each of the different BCC criteria to be met: slower growing breeds, more space, a stimulating environment and a more humane end.  

The visual identity will initially be available to a pilot group of European and UK companies that are on their BCC journey, with a second phase planned for wider use across other European markets and the USA.

Compassion is launching its new identity through an impactful social media campaign on Facebook and Instagram, complemented by organic content across various social platforms. The initiative aims to direct people to the Better Chicken consumer-facing website’s dedicated landing page where they can learn more about the BCC, see which companies have signed up and discover ways to support higher welfare chicken. 

Dr Tracey Jones, Global Director of Food Business, Compassion in World Farming said: “Over 130 UK food businesses have signed up to the Better Chicken Commitment, a science-based package of requirements that address the most pressing health and welfare issues for chickens reared for meat.  As these companies work to fulfil the pledge and bring about a transformation in the market, it is vital that their customers, and potential customers, are made aware of this progress. 

“Our ‘Better Chicken’ visual identity has been launched to raise awareness of the movement towards better welfare standards, and to show consumers which of their favoured brands have signed up so they can support them on their journey.”

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