Waitrose Better Chicken Commitment
Waitrose presents ‘Check Your Chicken’, a campaign celebrating the fulfilment of its groundbreaking pledge to the Better Chicken Commitment (BCC).
The OOH and print executions list off 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”.
Two OOH special builds in Shoreditch and Clapham, created by Grand Visual, break convention by being one of the longest 48-sheets produced.
In Addition to the OOH campaign, Wonderhood Makers and The Horne Section collaborated on rewriting the nostalgic ‘Chick, chick, chicken’ children’s song to deliver a witty, modern take on the well-known tune, with the aim of encouraging food lovers to check their chicken buying behavior.
Through the song and creative, Alex and The Horne Section and Waitrose spotlit that, by the end of August 2025, 100% of Waitrose own brand fresh, frozen, and ingredient chicken – including chicken in ready meals, sandwiches, and sauces – have met the Better Chicken Commitment's higher animal welfare standards.
