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River Action’s Big Chicken Audit Challenge

PR Campaign
Wednesday 12th February, 2025

River Action UK challenged Nando’s to publish its chicken supply-chain audit, using actor Jim Murray standing in a river beside a fake chicken to dramatise the alleged pollution risks of industrial poultry farming. The campaign also called on Ed Sheeran and other food businesses to apply pressure.

Why it worked: It weaponised a specific, time-bound ask—publish the already-completed audit—tied to an active lawsuit and visual river stunt, forcing a binary response.

The lesson: Consider demanding the release of an already-existing internal document, anchor it to a live regulatory or legal moment, and stage a simple visual stunt.

Nando’s River Action UK
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
farmersguardian.com Nando's to audit suppliers over River Action pollution claims | Farm News | Farmers Guardian Wednesday 12th February, 2025
thegrocer.co.uk Activists tell Nando’s to release chicken supply chain audit Thursday 13th August, 2026
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