KAGfreiland has discovered that Manor and other retailers sell rabbit meat from battery farms. Manor claims not to sell rabbit meat from plants that do not follow appropriate animal welfare guidelines.

Starting Point

Rabbit meat is a prized commodity. Its consumption is on the rise particularly at Easter. For KAGfreiland Easter was the ideal time to push for the correct and humane treatment of the rabbits when they are being reared.
KaGfreiland possesses extensive knowledge as well as data, and has made a name for itself as an animal protection and consumer organization. It sought support for its campaigning operations, media strategy and implementation of activist events.

Objectives

The goal of the campaign was to cause an immediate halt to the sale of by Manor and to thus to produce a situation where over the medium term rabbit meat only be sold in Switzerland that has been handled in a proper manner. Naturally other retailers who sell rabbit meat produced via improper means need to held to account.

Implementation

Kampagneforum designed and implemented research on battery farming of rabbits for KAGfreiland. To this end the relevant firms had themselves to be found abroad, and documented using film. The interest of the media in this research was to be anticipated, but must be channelled in the most effective manner possible. The Internet was also employed as an central campaign tool. Beyond this KAGfreiland supplemented these activities with a protest event in front of Manor head office in Basle. Kampagneforum assisted actively in the execution of this event and was integral to the design and programming of the campaign website.

Success

The financial pain at the till that was the result of our campaign against battery farming had the expected effect. The executive administration at Manor confirmed that the rabbit meat concerned would be removed forthwith and that in future care would be taken that similar product not be sold. Spar, TopCC and others followed suit close behind.
Kampagneforum is delighted with such rapid success and also with the intimate and smooth collaboration. The satisfaction of those at the head of the KAG was clearly evident: “The Basle campaign was run in simply fantastic fashion, and was also a great amount of fun! The collaboration with Kampagnenforum helped us immensely. They put is in a position where we will be able to plan and implement this sort of campaign more-or-less entirely on our own in the future.”