'Better Chicken' Marketing Toolkit

Visual Identity for 'Better Chicken'!

We are excited to introduce our new 'Better Chicken' visual identity toolkit, designed to assist food companies in enhancing communication, recognition, and understanding of the Better Chicken Commitment (BCC).

Transitioning towards full BCC compliance can present communication challenges, but effective marketing during this phase is crucial for success.

This toolkit provides companies with a striking logo and the strapline, “Committed to Better Chicken, Raising Standards Together,” alongside supporting visual and animated assets, and comprehensive usage guidelines.

Building Towards Success

Our marketing toolkit offers a variety of logos and assets, giving marketing teams flexible options for incorporating them into their communication strategies.

• Primary Logo and Strapline: For companies that have signed up to the Better Chicken Commitment, featuring “Committed to Better Chicken, Raising Standards Together.”
• Alternative Logo Versions:
  • "Progressing Better Chicken": For companies in the transition phase but well along the journey
  • "Delivering Better Chicken": For companies whose chicken products are 100% BCC compliant

In addition to logos, the toolkit includes visuals and videos that vividly illustrate each BCC criterion, and animations celebrating the achievement of 100% compliance.

How to Use the Toolkit

The Better Chicken visual identity and accompanying assets are available to all companies that have signed up to the Better Chicken Commitment (BCC).

To ensure consistent and correct usage, comprehensive Guidelines and Conditions of Use are provided to companies, enhancing the widespread recognition of the BCC identity.

• Digital Use: The logo and assets are primarily intended for use on digital channels, for companies progressing towards the BCC’s higher welfare criteria. Companies in the transition phase can use the “Committed to Better Chicken” logo or -  depending on how far along they are on their journey - the “Progressing Better Chicken” logo.
• Print Use: The BCC logo and assets may only be used on print materials (such as packaging and point-of-sale items) once a company is fully compliant with ALL the BCC criteria, including the adoption of slower-growing breeds. Fully compliant companies can use the “Delivering Better Chicken” tagline.

Please note, the BCC identity is not an assurance scheme and should not replace assurance scheme logos like RSPCA Assured or Red Tractor Enhanced Welfare on packaging.

All materials featuring the BCC visual identity must be approved by Compassion in World Farming.

To apply to use the Better Chicken visual identity, or to discuss any messaging you would like to use alongside these assets, please contact Helen Farrell at Helen.Farrell@ciwf.org