Hugh Fearnley-Whittingstall's "Chickens, Hugh and Tesco Too" was transmitted on Channel 4 on Monday 26 January.
The programme revealed what happened when he attempted to change Tesco's policy of selling intensively-reared chicken. With Compassion's support, Hugh forced Tesco to communicate to millions of people why the vast majority of their chickens are reared in cramped conditions.
The next step of the Chicken Out! campaign is a call for honest labelling. Many supermarkets are using packaging that includes reassuring waffle or images which imply that chickens live a healthy, outdoor life.
However, around 90% of chicken meat still comes from chickens farmed indoors in intensive systems. We want to see honest labelling, so the consumers are empowered to make informed choices.
Since 2004, egg boxes have by law been labelled with the production method which has led to a move away from caged eggs. We believe that this scheme should be extended to chicken meat as well. Make your voice heard and vote for the most misleading chicken label.