This presentation was presented in my Senior Seminar class where I had to present a case study of a crisis situation. This presentation help with my verbal communication skills, advance my public speaking, critique a campaign in ways such as , telling my audience on ways this campaign could improve.

1. By: Re’biana
Thorpe

3. KNOWN AS:
“THE PEOPLE FOR THE ETHICAL OF THE
TREATMENT OF ANIMALS” IS AN ORGANIZATION
THAT PROMOTES
§VEGAN/HAVING A VEGAN DIET
§PROMOTING “CRUELTY FREE” PRODUCTS

4. §HAS BEEN ESTABLISHED SINCE 1955 IN LOUISVILLE
KENTUCKY
§INTERNATIONAL COMPANY
§HAS OVER 19,000 LOCATIONS ACROSS THE WORLD
§SELLS FRIED CHICKEN

5. §THE LARGEST
CHICKEN
PRODUCING
COMPANY IN THE
UNITED STATES
AND PUERTO
RICO & 2ND
LARGEST IN
MEXIO

6. What is the SITUATION?

7. HTTPS://YOUTU.BE/ONAO
2CVVEFQ?T=13S
Here is a video of recording footage of the chicken abuse at pilgrims pride

8. WHAT ELSE
WERE THE
WORKERS
DOING?

9. • This story broke out on NEWYORK TIMES, FIRST!
• The video footage was aired on CNN, ABC and CBS!
• It didn’t make it to social media!
• The story led to local newspapers and television programs!

10. §This campaign was
targeted towards KFC to
pressure for changes in the
chicken processing
industry.
PETA STARTED A
CAMPAIGN

11. PETA created a
campaign that would
bring awareness to
the situation of animal
cruelty at pilgrim’s
pride in West Virginia.

12. • THE GOVERNMENT (
• THE GENERAL PUBLIC
• KFC

13. §TO RAISE AWARENESS OF
ANIMAL CRUELTY AT
PILGRIM’S PRIDE
§TERMINATE EMPLOYEES THAT
WERE ABUSING THE
CHICKENS AND WHO WERE
GOING AGAINST COMPANY
POLICIES
§GET THE GOVERNMENT
INVOLVED TO IMPLEMENT
RULES AND REGULATIONS ON
THIS ISSUE.

14. http://www.kentuckyfriedcruelty.co
m
USED 8 TACTICS OVERALL TO MEET
OBJECTIVES
• A Link to PETA’S ongoing boycott campaign against KFC called “
Kentucky fried cruelty”
• 2 page description of what the undercover investigator had seen.
• quotes from what animal welfare experts had to say about the case
• A letter to KFC and pilgrims’ pride chairman requesting “controlled-
atmosphere killing”
• Request of an official investigation of the allegations from the
department of agriculture
• Free vegetarian kits for people who were distraught from the animal
cruelty videos.These vegetarian kits were provided on their website
• PETA provided downloadable ads for people to print and
instructions on how to boycott their KFC

15. • Pilgrims pride responded with a four paragraph statement
from their president before the story broke out In the new
York times basically stating that they were appalled and that
PP doesn’t tolerate any mistreatment of the animals
• The employees who were found abusing the chickens would
be immediately terminated

16. • AGGRESSIVE AND THOUROUGH INVESTIGATION AT THE
LOCATION
• MANAGERS WERE TOLD TO STOP PRODUCTIONS AND HOLD
MEETINGS WITH EVERY EMPLOYEE WHO WORKED WITH LIVE
CHICKENS TO GO OVER THEIR POLICIES OF THE ANIMALS
• THEY HAD TERMINATED 11 EMPLOYEES ( 3 MANAGERS, AND 8
HOURLY EMPLOYEES)

17. • They don’t tolerate mistreatment of the chickens
• Calls for installation of security cameras
• They won’t buy from this facility again unless pilgrims pride will
assure them that this won’t happen again
• KFC president responded back to PETA for singling them out, only
because their names has chicken associated with it.
• KFC sells only 5% of pilgrims pride chicken in the US.

20. • I think that PETA shouldn’t have only targeted KFC for
their campaign because they aren’t the only company
who buys from Pilgrims Pride
• If this was to happen today, a social media campaign
would have been highly effective

21. • PETA did get the USDA to do a thorough investigation
• In 2005 the USDA issued a notice to poultry slaughterhouses
that pursuant to the Poultry Product Inspection Act
• -State statutes in West Virginia make animal cruelty either a
felony if the acts involved mostly torture, punishable by up to
three years in prison or a misdemeanor of $1,000 in fines and 6
months in jail.