Waitrose has launched a new campaign, ‘Check Your Chicken’, to celebrate the fulfilment of its pledge to the Better Chicken Commitment.
Starring comedian and Taskmaster star Alex Horne and his band, the social film takes the form of a comedy music video in which the band check the quality of an array of Waitrose chicken products.
The film, created by Wonderhood Studios, also stars a selection of Waitrose partners from across the country.
Wonderhood Studios and The Horne Section collaborated on rewriting children’s song ‘Chick, Chick Chicken’ to deliver a “witty, modern take” on the song with the aim of encouraging buyers to check their chicken standards, said Waitrose.
“It’s been an absolute pleasure to turn such an important commitment from Waitrose into such a silly and entertaining idea,” said Jack Croft and Stacey Bird, executive creative directors at Wonderhood Studios. “Our out of home and special builds really show the breadth of the products that the Better Chicken Commitment covers, and we really hope our song with The Horne Section will have everyone singing about Better Chicken non-stop.”
The song highlights that by the end of August, 100% of Waitrose own brand fresh, frozen and ingredient chicken will meet the Better Chicken Commitment’s higher animal welfare standards.
The song lyrics encourage shoppers to scrutinise the chicken they are buying, and reassure them that every product on Waitrose’s shelves is ethically sourced.
Read more: Waitrose meets Better Chicken Commitment standard across own-label range
“We’re proud to be the only UK grocer to offer BCC-compliant chicken across all our own-brand chicken products, having achieved this by working together with our British farmers, committing to high standards, and introducing welfare labels to help customers make informed decisions,” said Nathan Ansell, chief customer officer at Waitrose. “Working with our creative partners – and Alex Horne and The Horne Section – we’ve been able to launch a campaign that celebrates our commitments with honesty, humour, and one hell of an earworm.
“We hope it encourages UK shoppers to check, check, check their chicken.”
The campaign will also run on OOH, DOOH, print and audio, with online, social, in-store CRM and media and influencer content.
Both the OOH and print pushes list all the Waitrose chicken products that meet the new standard, signed off with the endline: “The only supermarket where all our chicken checks out against the Better Chicken Commitment or higher.”
“It’s a privilege to be part of such a positive step for animal welfare,” said Alex Horne. “All of Waitrose’s chicken checks out against the Better Chicken Commitment standards or higher, and that’s something worth putting into jingle form.
“If this song gets people thinking more about where their chicken comes from and how it was raised, then I’ll consider it a successfully catchy tune.”
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