VFC’s latest marketing campaign is a celebration of British pop culture
From Queen to Morecambe to Wise, vegan chicken brand VFC’s latest marketing campaign is a celebration of British pop culture.
Brand owners Adam Lyons and Matthew Glover, along with its sales manager Stewart McGuckin, have recreated a number of iconic images from British pop culture history, including the Beatles’ famous crossing of Abbey Road and winning the 1966 World Cup.
Lyons and Glover (the latter is also known for co-founding Veganuary in 2014) have built a solid following on Instagram thanks to their unusual marketing strategies.
They often post screenshots of negative comments the company has received from non-vegans and regularly crown a “Cluckwit of the Month”. These screenshots were recently used in an advertising campaign on the London Underground.
VFC also recently recreated a number of American pop culture moments following its launch in the United States last October.
VFC, which stands for “Vegan Friend Chick*n,” offers a number of KFC-inspired plant-based products like Chick*n Fillets and Popcorn Chick*n, all of which look and taste like the real thing. .
But the brand goes further than simply providing realistic plant-based meat. Activism is another key part of his business. For example, he recently gave a presentation on a chicken farm that supplies KFC.
The investigation followed a short film released by KFC titled behind the bucket. It featured a well-known YouTuber walking around the farm and showing chickens with fresh straw, perches and seemingly reasonable space.
VFC visited the same farm and described the video as “dishonest” and “completely misleading”. When his own activists visited, they found that the ground was “soaked in animal excrement” and contained very little straw.
They also reported dead chickens on the floor, a number of sick and injured animals, and bales and plastic-wrapped perches that were unavailable for the birds.
Glover said in a statement: “People have a right to know how dirty and overcrowded these farms are; how the birds suffer and die there in the sheds; and that the garbage cans are overflowing with the carcasses of poor animals that could not survive even a few weeks in such conditions.
Cruelty of chicken farming
Chickens are by far the most abused land animal on the planet, with more than 72 billion killed each year worldwide for food (for reference, humans kill around 80 billion land animals in total).
Around 95% of broiler chickens in the UK are factory raised (in the US it’s 99%).
Broiler chickens (those raised for meat) have been selectively bred to grow much faster than they would naturally, and are usually slaughtered when they are about six weeks old.
Factory-fed chickens are often kept in cramped sheds with thousands of other birds. They will have no chance to perform natural behaviors and will often sustain injuries due to their abnormal growth and the conditions in which they are kept.
“We weren’t surprised to find things were so bad because that’s the day-to-day reality of intensive chicken farming,” Glover continued, regarding VFC’s investigation.
“But that leaves us with just one question: Did the farm lie to KFC about its wellness standards, or is KFC lying to the rest of us?”