Speaker: Ester | Copywriter & Mailing Coordinator at OBRAZ – Obránci zvířat / Animal Defenders (Czech Republic)

The Case Study Context: 

• Sharing our hands-on experience from our European Chicken Commitment (ECC) campaign against the supermarket giant Albert.

• The campaign has been running for 2.5 years—and to be honest, we are definitely not reaching the finish line any time soon…

Campaign Timeline & Context (2024–2025)

Phase 1: Launch & Escalation (2024)

• Public launch: "Alberts cruelty" campaign revealing undercover footage from Albert’s chicken suppliers.

• Initial mobilization: Petition launches, petition signatures, and thousands of supporters emailing Albert’s management.

• Legal backlash: Albert filed a lawsuit against OBRAZ for defamation/brand damage.

• Going international: We traveled to the Netherlands to protest directly in front of the parent company’s headquarters.

  • Result: A fresh mobilization wave yielding over 700 direct emails sent to Dutch executive leadership.

• Takeaway: High momentum! The campaign was brand new, generating natural news updates and hooks.

Phase 2: The Legal Drama & Corporate Distractions (2025)

• Court proceedings: Multiple postponed and active hearings throughout the year.

• The verdict: A hasty court ruling forbade us from using the word "sick" to describe the chickens and ordered an apology. We immediately appealed, fully confident we would win at the higher court.

• Albert’s retreat: Albert publicly dropped the lawsuit, claiming "they had enough." In reality, their legal team advised them to back off gracefully to avoid losing the appeal.

• Unfulfilled promises: Albert publicly declared an "open door policy" for negotiations—a promise they repeatedly failed to keep despite our efforts.

• PR tactics (The "WTF" move): Albert announced a partnership with a university to study chicken welfare through better bedding and feed—a clear distraction technique to play the "good guy" without addressing the real issue.

• Takeaway: A lot of external dynamic developments = plenty of natural update moments for supporters.

The Turning Point (Early 2026)

The Wall of Silence

• Corporate ghosting: Albert remained completely silent and avoided negotiations.

• Complete radio silence: They ignored our street actions, leaflets, and call-to-actions, and even stopped posting on social media to remove any opportunity for public comment.

• The Dilemma:
  "What do we do now? How do we keep supporters engaged, prevent the campaign from fading away, and push Albert out of their comfort zone again?"

The "MEGA MEGA COOL" Move

We needed to do something unconventional and unmissable. We decided to set up an outdoor, 24/7 "Open Office" directly in front of Albert’s corporate headquarters.

What happened during those 5 days (24/7):

• The Round Table: We worked outdoors day and night, keeping a seat open for Albert’s managers to come negotiate.

• Hourly Speeches: Speeches broadcast every hour on a stage about chicken suffering and Albert's broken promises.

• Interactive Exhibition: Passersby walked through an immersive exhibition showcasing the reality of factory-farmed chickens.

• Influencer & Media Day: Content creators filmed on-site, attracting journalists and TV news crews.

• Plant-Based BBQ: Hosted for Albert employees (especially sweet after Albert canceled their own internal employee BBQ due to our presence!).

• Whistleblower Helpline: Launched a "confidence line" and feedback survey for Albert staff to help their company do better.

Turning an Event into a Mobilization Engine

The Strategy: A Fresh Framing & Opportunity

• Core Principle: To get people to take action, they must believe their action can actually trigger a breakthrough right now.

• The New Hook: A newly appointed CEO for Albert Czech Republic.

• The Framing Narrative:
  "The new CEO might be undecided on how to handle chicken welfare. He isn't inherently good or bad yet—he just needs a push in the right direction. Your message today could be the decisive factor."

Execution & Impact:

• Daily emails sent directly from the scene, packed with real-time context and photos of us waiting at the round table (8 e-mails during this week)

• The Call to Action (CTA): "Email the new CEO directly. Help him make the right decision."

Key Results:

• 10,000 new contacts added to our database.

• More than 700 direct, personalized emails sent straight to the CEO's personal inbox over just a few days.

• Amplified influencer support across social channels.

E-mails: 1, 2, 3, 4, 5, 6, 7, 8

 Reflections & Key Takeaways

Did it win the campaign overnight or force Albert to sign ECC immediately?

No...

 But it proved that we can continuously generate unpredictable, powerful waves of pressure that won't stop until we win.

Core Takeaways for Long-Term Campaigns:

1. Create your own hooks: When nothing happens naturally, you must manufacture your own brand-new campaign moments.

2. Think out of the box: Ask yourselves: "What is the absolute last thing our target expects us to do right now?"

3. Operate in waves: Continuous, maximum-level pressure is unsustainable for both your team and your supporters. Campaign in strategic, surprising waves.

4. Offer genuine hope: Always give supporters a credible reason why this specific action matters right now. (They will only believe it if you believe it yourself!)

5. Embrace incremental steps: Don't fear launching a massive wave even if you know it won't be the final blow. Every wave wears down the stone.