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Compassion launches campaign to raise awareness of broiler welfare

News Section Icon Published 17/04/2024

Today (17 April) we launched a new visual identity in response to food businesses who requested support in communication, recognition and understanding of the Better Chicken Commitment (BCC).

The result is an eye-catching logo with the strapline, ‘Committed to Better Chicken, Raising Standards Together’ with supporting visual and animated assets. 

CTBC Primary Logo Committed CMYK (1)

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 the BCC.

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

CTBC Criteria Together PANTONE

The visual identity 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.

Social media debut

Compassion unveiled its new identity today on Facebook and Instagram, inviting users to explore the Better Chicken consumer-facing website where they can delve into the details of the BCC, back participating companies, and explore avenues to champion higher welfare chicken. 

Dr Tracey Jones, Global Director of Food Business, Compassion in World Farming said: “Over 130 UK food businesses have signed up to the Better Chicken Commitment, a science-based package of requirements that address the most pressing health and welfare issues for chickens reared for meat. As these companies work to fulfil the pledge and bring about a transformation in the market, it is vital that their customers, and potential customers, are made aware of this progress. 

“Our ‘Better Chicken’ visual identity has been launched to raise awareness of the movement towards better welfare standards, and to show consumers which of their favoured brands have signed up so they can support them on their journey.”

To apply to use the Better Chicken visual identity, please email



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