Waitrose Better Chicken Commitment
Waitrose their new ‘Check Your Chicken’ campaign to celebrate the fulfilment of its groundbreaking pledge to the Better Chicken Commitment (BCC).
Starring comedian, creator and star of Taskmaster, Alex Horne, and his band, The Horne Section, the hero social film - crafted by Wonderhood Studios - features the band performing its new track in a comedy music video, whilst checking the quality of an array of Waitrose chicken products. The film also stars a selection of Waitrose Partners from around the country.
We collaborated with The Horne Section, 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 behaviour.
Through the song and creative, Alex and The Horne Section and Waitrose are spotlighting 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 – will meet the Better Chicken Commitment's higher animal welfare standards. The song lyrics encourage shoppers to scrutinise the chicken they’re buying, and reassure them that every product on Waitrose’s shelves is ethically sourced as part of the supermarket’s commitment.
