Marketing Case Study Assignment The Slow Grow Chicken Challenge Win up to $7,000 and Get Your Campaign Featured! The Challenge with Chickens: Most broiler chickens—those raised for meat—have been selectively bred to grow at an extremely fast rate, reaching market weight in just six weeks. While this approach increases production efficiency, it often comes at a significant cost to animal welfare. Rapid growth can lead to a range of health issues, including skeletal and organ stress, muscle disorders, skin conditions, and leg deformities that severely impair mobility. In extreme cases, birds are unable to take more than a few steps at a time. In response, the Global Animal Partnership (G.A.P.) launched the Slow Grow Chicken Breed Project with support from AGCO Agriculture Foundation. Our initiative aims to shift industry and consumer attention toward higher-welfare, slower-growing chicken breeds—birds that live healthier lives and are raised on farms that prioritize sustainable, humane practices. Here’s why this matters: Better Animal Welfare – Slower-growing chickens tend to be more active, with stronger immune systems, better overall health, and lower mortality rates. Support for Small Farms – These birds are often raised on small, family-run farms committed to higher welfare standards, supporting rural communities and preserving local food systems. Sustainable Economic Models – When sold through high-end channels like restaurants, boutique grocers, and hotels, these chickens can command a premium price—helping small farms remain financially viable. Still, there are real barriers to adoption. Slower-growing breeds take more time and resources to raise, resulting in higher production costs and retail prices. And while many consumers care about animal welfare and how their food is produced, awareness of slow-growing chicken breeds is still low. With limited space on packaging and in-store signage, it’s tough to communicate why these chickens are different—or why they’re worth it. That’s where you come in. Through The Slow Grow Challenge, we’re asking you to develop a smart, creative, and engaging social media campaign that brings this story to life. Your campaign should educate and inspire consumers to understand the value of slower-growing chicken breeds—and help build a future where better animal welfare is something people recognize, support, and demand. The Rewards: Compete for real-world impact—and real-world prizes. The top campaigns will earn cash prizes of $7,000 (1st place), $5,000 (2nd place), and $3,000 (Honorable Mention), along with prominent recognition by G.A.P. and our partner networks. The Assignment: You are tasked with developing a social media marketing campaign that: 1) Raises awareness about Slow Grow Chicken and its benefits. 2) Engages consumers through creative and compelling content. 3) Stays within a $20,000 budget, including production, partnerships, and paid media. You are also encouraged to submit “blue sky ideas” that are not bound by channel or budget for extra credit. Remember, the best submissions will be rewarded with up to $7,000 in cash prizes and the chance to see their campaign shared across G.A.P.’s national channels.