Chicken – the UK’s most popular meat, yet households throw away the equivalent to 235,000 chickens daily. With a whole bird costing less than a pint, there is no room left for respect, but lots of opportunity for abuse when it comes to chicken farming.

The poultry aisle is confusing, indifferent and lifeless. Industrialisation has led to fewer choices when buying chicken products, with buzz words confusing us even more. Currently, there are zero brands of chicken sold in UK supermarkets. Shops only house own-brand poultry that has been branded with fake farm names to
romanticise the image in mind.

Introducing Real: a brand of pasture-raised chicken that is used as a vehicle of change in the meat aisle. By reintroducing it as a a more nutritious, ethical and regenerative protein – the superhero in the chicken aisle – Real urges consumers to rethink their shopping behaviours and stand for Real chicken rights once and for all.

From a cheap weekday dinner to an occasional treat, Real reframes the way consumers should look at chicken by enticing them to make the more ethical and sustainable choice.

By incorporating nostalgic visual elements, Real’s packaging inspires consumers to reminisce over the OG ways of raring and selling chicken, and urges them to pick it off the shelf and delve into its story. The fun and bold visual language is accompanied by tongue-in-cheek copy, only fitting for a disruptor brand like Real, while the Victorian-inspired illustrations bring a sense of wit and show Real chicken’s days on the pasture.

For the love of chicken!