Of the 470 million chickens currently in farms, 96% are grown in sheds with little more than an A4-sized area which to spend their lives. Forced to roost in excrement, they often suffer ammonia burns and blistering to the skin.

We brought this to the attention of the chicken-eating public in a way that didn't immediately confront the issue and result in immediate dismissal – eg. 'that’s just a radical animal-lover’s viewpoint'.The 'recipe' approach delivered the 'chicken rights' message in an engaging yet stealthy manner, drawing particular attention to the specifics of farming cruelty within a 'digestible' context.