The Vegetarian Society
001
Introduction
Client
The Vegetarian Society
Industry
Charity
Marketing Discipline
Content
Pagefield Content Studio helps the Vegetarian Society put an overlooked animal welfare issue on the national agenda.
Millions of male chicks are killed each year in the UK as part of the egg production process. The Vegetarian Society wanted to raise awareness of the practice and campaign for a change in the law, without making people feel guilty for eating eggs. Pagefield Content Studio developed a creative campaign designed to explain the issue, demonstrate the alternative and build public support for change.
001
Introduction
Client
The Vegetarian Society
Industry
Charity
Marketing Discipline
Content
Pagefield Content Studio helps the Vegetarian Society put an overlooked animal welfare issue on the national agenda.
Millions of male chicks are killed each year in the UK as part of the egg production process. The Vegetarian Society wanted to raise awareness of the practice and campaign for a change in the law, without making people feel guilty for eating eggs. Pagefield Content Studio developed a creative campaign designed to explain the issue, demonstrate the alternative and build public support for change.
002
Challenges
How do you change attitudes towards a complex animal welfare issue without blaming consumers?
The issue was complicated by technical and inconsistent terminology, including ‘in-ovo sexing’, ‘male chick culling’ and ‘cull-free eggs’, making it difficult to communicate simply.
Bespoke audience research also found that people did not want to feel bad about what they ate, while most were prepared to pay a little more for a more ethical egg. The challenge was therefore to focus attention on the lack of cull-free eggs available in the UK rather than placing responsibility on consumers.
002
Challenges
How do you change attitudes towards a complex animal welfare issue without blaming consumers?
The issue was complicated by technical and inconsistent terminology, including ‘in-ovo sexing’, ‘male chick culling’ and ‘cull-free eggs’, making it difficult to communicate simply.
Bespoke audience research also found that people did not want to feel bad about what they ate, while most were prepared to pay a little more for a more ethical egg. The challenge was therefore to focus attention on the lack of cull-free eggs available in the UK rather than placing responsibility on consumers.
003
Approach
Giving the issue a memorable name and taking the campaign directly to the public.
Pagefield Content Studio created the term ‘hatch and dispatch’ to give the practice a clearer and more memorable identity.
To explain the issue and its technological solution, the agency produced a 100-second animated campaign film narrated by Sir Stephen Fry. Created in-house using 2D, 3D and vector animation, the film was animated onto the surface of a virtual egg and followed the story of male chicks before bringing the proposed solution to the Government’s front door.
The campaign was taken offline through a pop-up stall that toured towns across the UK. Designed to subvert the familiar giveaway stand, the team handed out empty egg boxes to highlight the lack of cull-free eggs available on UK shelves.
003
Approach
Giving the issue a memorable name and taking the campaign directly to the public.
Pagefield Content Studio created the term ‘hatch and dispatch’ to give the practice a clearer and more memorable identity.
To explain the issue and its technological solution, the agency produced a 100-second animated campaign film narrated by Sir Stephen Fry. Created in-house using 2D, 3D and vector animation, the film was animated onto the surface of a virtual egg and followed the story of male chicks before bringing the proposed solution to the Government’s front door.
The campaign was taken offline through a pop-up stall that toured towns across the UK. Designed to subvert the familiar giveaway stand, the team handed out empty egg boxes to highlight the lack of cull-free eggs available on UK shelves.
004
Results
45 million earned reach and 38,000 signatures calling for change.
The campaign achieved 45 million earned reach, secured 38,000 petition signatures and contributed to a 53% increase in brand popularity over six months. It also generated national media coverage and a viral TikTok response.
The campaign secured cross-party consensus calling on the Government to ban ‘hatch and dispatch’, followed by a commitment to ban the practice within the Government’s Animal Welfare Strategy.
004
Results
45 million earned reach and 38,000 signatures calling for change.
The campaign achieved 45 million earned reach, secured 38,000 petition signatures and contributed to a 53% increase in brand popularity over six months. It also generated national media coverage and a viral TikTok response.
The campaign secured cross-party consensus calling on the Government to ban ‘hatch and dispatch’, followed by a commitment to ban the practice within the Government’s Animal Welfare Strategy.
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Get in /touch/.
Reach out to our team to learn more about how we could help your brand or agency today.
We have agencies in
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