Better Chicken Initiative- Spaghetti Chicken

While a lot of the project we work on are full service- concept through final product, we can also help fill any gaps along the way. We did just that recently for the Better Chicken Initiative.

The Better Chicken Initiative (BCI) is Compassion in World Farming’s flagship program in the United States. Its mission is to improve the lives of chickens raised for meat—which comprise approximately 90% of farmed animals in America—through meaningful corporate engagement and public outreach.

BCI has their own production team based in California, but their Head of US Public Engagement, Nina Farley is based out of southern New Hampshire. Nina was looking to produce a “man on the street” style video getting people’s real reactions to a new phenomenon in chicken- spaghetti chicken.

We shot on a beautiful day in the Boston Common and Faneuil Hall Marketplace. Nina showed the interviewees that they were looking at normal supermarket chicken and they were all disgusted by the underside where the “spaghetting” was occurring. We were able to get plenty of great reactions in a half day’s shoot and sent the files off to BCI’s production team. They put together this video which shows the problem and rallies people to help fix it.