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Visual Identity for 'Better Chicken'!

We have created a marketing toolkit for our new 'Better Chicken' visual identity in response to food businesses who requested support in communication, recognition and understanding of the Better Chicken Commitment (BCC).

The toolkit contains an eye-catching logo with the strapline, ‘Committed to Better Chicken, Raising Standards Together’ with supporting visual and animated assets, as well as detailed Guidelines for use.

Better Chicken logo. Committed to better chicken, raising standards together.

The identity and accompanying assets can be used by companies that have signed up to the Better Chicken Commitment on their digital channels to talk about their journey towards fulfilling the higher welfare criteria.  

Building towards success

Alternative versions of the logo have been developed for companies to use as they progress on their Better Chicken journey, such as ‘Progressing Better Chicken’ or ‘Delivering Better Chicken’ for when their chicken meets 100% compliance with BCC.

There are also visuals, animations and videos highlighting each of the different BCC criteria to be met, such as slower growing breeds.

The visual identity toolkit will initially be available to a pilot group of European and UK companies that are on their BCC journey, with a second phase planned for wider use across other European markets and the USA.

To apply to use the Better Chicken visual identity, please contact the Food Business team.


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If you have any further questions regarding this, or any other matter, please get in touch with us at We aim to respond to all queries within two working days. However, due to the high volume of correspondence that we receive, it may occasionally take a little longer. Please do bear with us if this is the case. Alternatively, if your query is urgent, you can contact our Supporter Engagement Team on +44 (0)1483 521 953 (lines open Monday to Friday 9am to 5pm).