Unhappy Meal: GAIA's new campaign puts pressure on McDonald's

Brussels, August 29, 2024 - GAIA has launched the "Unhappy Meal," a dark twist on the familiar kids' meal. Through this campaign, the animal rights organization aims to shed light on the horrific conditions endured by the broiler chickens used in McDonald’s products. GAIA urges the fast-food giant to take tangible action toward improving animal welfare.

GAIA unveils its Unhappy Meal 

The new pressure campaign kicked off today at the entrance of a McDonald's restaurant in the center of Brussels by a somber Ronald McDonald . GAIA used this opportunity to introduce and hand out its dark parody of the popular kids' meal: the Unhappy Meal. The meal box features macabre takes on McDonald's classic snacks, including a serving of "chicken blood" sauce and chicken nuggets made from chicken heads.

In addition, several Belgian and American influencers were sent the Unhappy Meal. They distributed an "unboxing" video on their social media channels as part of the campaign. At the launch event, passersby were also given gadgets bearing the slogan "I'm not lovin' it." ​

GAIA chose to also focus on digital campaigning. A new website (www.unhappymeal.be) was launched. ​ The website also allows people to send emails directly to McDonald's to voice their discontent. Over the next few weeks, a parody campaign will unfold on social media, where the animal rights organization will mimic the fast-food giant's corporate identity. The aim is to raise public awareness about the severe suffering of the broiler chickens used by McDonald's.

McDonald's inflicts severe suffering on chickens

GAIA has long condemned the harsh conditions in which the broiler chickens used by McDonald's are raised. These chickens never see daylight and are kept in appalling environments, living on floors covered in feces that emit harmful ammonia. The stocking density can reach up to 22 birds per square meter, giving each chicken less space than a sheet of A4 paper. Bred to grow as quickly as possible, these chickens reach slaughter weight in just 40 days, during which their weight increases by an astonishing 60 times. As a result, they often become unable to support their own weight, leading to severe leg and joint pain, limping, and even paralysis. They also suffer from ascites, a painful condition caused by fluid accumulation.

Better Chicken Commitment

With this campaign, GAIA renews its efforts to pressure McDonald's into signing the Better Chicken Commitment (BCC). The BCC is an agreement that ensures better living conditions and more humane slaughter methods for broiler chickens. Numerous fast food chains (including McDonald's competitors such as Subway and KFC) as well as supermarket (among which Colruyt, Delhaize, and Carrefour Belgium) have already signed the BCC and aim to meet its standards by 2026. These standards include increased living space, reduced stocking density in farms, a ban on fast-growing breeds, access to natural light and enriched living environments for the chickens.

Ecology as a Pretext

McDonald's has used ecological concerns as a pretext for avoiding signing the BCC, arguing that improving living conditions for chickens would negatively impact the environment. However, this claim is based on a questionable and incomplete study funded by the industry itself. The study grossly exaggerates the ecological impact of the BCC and fails to consider its potential environmental benefits. In reality, the stricter animal welfare standards required by the BCC do not have a harmful effect on the environment when implemented properly.

GAIA's President Michel Vandenbosch concludes: "With this new campaign, we aim to raise awareness among consumers about the immense animal suffering McDonald's causes by prioritizing profit over animal welfare. McDonald's needs to source chickens that are treated with more respect. If the fast-food chain's competitors can commit to the BCC, McDonald's has no excuse not to follow suit."