Canadian farmers take pride in raising chickens without hormones, steroids, or cages. It's not an easy job, but they do it the right way. That simple truth was the spark for our campaign: that chicken raised in Canada means chicken raised right. Between touring chicken farms, creating chicken costumes for a city-wide takeover, and wrangling chickens around the set, we launched a multi-media campaign that generated 45% recall nationally, a 14% jump from previous efforts.