In case you hadn’t noticed, KFC does chicken. But when the world knows you as chicken’s number one, shouldn’t you also be treating the chickens like number one? Having been awarded Tier One status by The UK Pecking Order for chicken welfare, KFC uses the most controversial word in the chicken restaurant industry – chickens – to address the issue. Our TV, Press and Digital campaign is both a corporate announcement about KFC’s commitment to treat their chickens better and a rallying cry for the whole industry to up its game. The ‘C Bomb’ conversation has just begun.