Waitrose celebrates its Better Chicken Commitment with a humorous campaign, ensuring 100% of its chicken meets higher welfare standards.
Campaign Overview
Waitrose has launched a new campaign, “Check Your Chicken”, to celebrate the fulfilment of its groundbreaking pledge to the Better Chicken Commitment (BCC). Created by Wonderhood Studios, the hero social film features comedian Alex Horne—star of Taskmaster—and his band, The Horne Section.
The comedy music video shows the band “checking” the quality of an array of Waitrose chicken products, alongside appearances from Waitrose Partners across the country. Together they encourage food lovers to check their chicken buying behaviour while reassuring them that Waitrose products are ethically sourced.
The Song & Creative
Wonderhood Studios and The Horne Section rewrote the nostalgic children’s tune “Chick, chick, chicken” into a witty, modern track. The lyrics nudge shoppers to scrutinise what they’re buying and promise that every product on Waitrose shelves meets higher welfare standards.
Better Chicken Commitment: Timeline & Scope
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.
Channels & Touchpoints
The campaign runs across OOH, DOOH, print and audio, and is supported by online, social, in-store, CRM, and media and influencer content. Radio activity leverages the catchy “Check Your Chicken” song to drive recall.
Special Builds & Out-of-Home
OOH and print executions list all Waitrose chicken products that meet the new standard, signed off with: “The only supermarket where all our chicken checks out against the Better Chicken Commitment or higher.”
Two special builds in Shoreditch and Clapham, created by Grand Visual, break convention as some of the longest 48-sheet executions produced—designed to showcase the breadth of the range.
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