The Chicken Out! Campaign, run by Hugh Fearnley-Whittingstall and Compassion in World Farming (CIWF), has announced the winner of a design of a new Tesco standard chicken label following an online design competition, according to a press release by CIWF.

The winning label by Debbie Cripps of Moulton, Lincolnshire, England has been presented to Tesco by Fearnley-Whittingstall and Compassion in World Farming in the hopes that the supermarket giant will take an honest approach to poultry labeling.


The Chicken Out! Campaign ran the competition to propose a new label for Tesco’s standard reared chicken after a poll found Tesco to have the most misleading chicken label out of five leading UK supermarkets with 76% of the almost 10,000 votes.

“Since Tesco 'won' our most misleading label poll with over three quarters of all votes, we wanted to give the public a chance to propose what they think Tesco should put on the label ,” says Eloise Shavelar, chicken campaign coordinator for CIWF.