Poop in Your Chicken

PETA and Great Guns USA have teamed up to deliver an unforgettable comedic campaign, ‘Poop in Your Chicken’. Directed by Great Guns USA’s Justin Casselle, the punchy, pro-vegan spot is part of PETA’s new push for fast food chains and grocery stores to label chicken packages with the amount of faecal matter they contain.

‘Poop in Your Chicken’ sees PETA’s protagonist read a news alert on her phone: ‘If you’re eating chicken, you’re eating poop.’ Disgusted, it transforms the way she sees the world until she can’t ignore the truth any longer - culminating in her knocking a plate of her famous chicken pasta out of a friend’s hand as she shouts, “Don’t eat it! There’s poop in there!”

Working directly with PETA, Great Guns USA’s MD and EP Oliver Fuselier spearheaded the educational project, alongside director Justin Casselle. Throughout the process, they worked collaboratively with PETA’s Ryan Hajek and Joel Bartlett to bring their shared vision to life in a creative, memorable way.

Contemplating the areas PETA wished to explore for the next campaign, the teams decided to go for a comedic approach - an enticingly subversive direction for the animal rights organisation. Trusting in his own comedic sensibilities, Justin ensured that he pitched, wrote, and directed in a way that would make himself laugh, while soundboarding off the Great Guns USA team to strike the right balance between message and humour. The end result melds madness with moral in a fun way that’s sure to linger in viewers’ minds long after the commercials ends.

The video campaign will run locally in Atlanta and Baton Rouge, the hometowns of major chains Chick-fil-A and Raising Cane’s.