Here’s something I didn’t know about chickens in Canada before working for the Chicken Farmers of Canada: they actually aren’t treated terribly. In fact, they aren’t kept in tiny cages or pumped full of hormones and steroids. In other words, they’re raised right.
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).