Chicken Farmers of Canada Show the Power of Protein

In honour of Chicken Month in September, Chicken Farmers of Canada (CFC) executed a bold new public awareness campaign to remind Canadians (especially gen z and young millennials) that the key to hitting their fitness goals is to fuel up with chicken - the original powerhouse protein.

Instead of telling people how strong chicken can make you, we decided to show them. Introducing the 'Builtboard: a large, heavy billboard that can be carried around with one clear message: chicken protein makes you stronger. In an impressive feat of strength, a few strong men and women uplifted the message (literally!) and carried the billboard around popular locations in Toronto on September 21st.

To maximise the impact, the Builtboard displayed messages that were contextual to each location. For example, at the beach, “Any beach is muscle beach”. At the grocery store, “Shred your thighs for shredded thighs”. Outside the aquarium, "I just benched 350” said no fish ever”. 

As part of the activation, t-shirts and packets of chicken seasoning were given away, encouraging consumers to shake up their chicken for the ultimate protein boost. The campaign also includes a media partnership with Narcity as well as paid influencer support. 

The Builtboard campaign is a follow-up to CFC’s 'Chicken Raised Right' campaign which ran in the spring and included broods of do-good chickens hitting the streets to conduct kind gestures for unsuspecting Torontonians in an effort to reinforce that when chickens are raised in Canada, they’re raised right.

The campaign creative was by LG2. PR and influencer support was provided by Craft Public Relations. Video capture of the activation was provided by Triple Threat Entertainment. The billboard was produced by WXM.