London, 28 August 2024 – The British Hen Welfare Trust (BHWT), the UK’s leading hen welfare charity, is launching a new campaign to celebrate a monumental milestone: the rehoming of its One Millionth Hen. The hen, now affectionately known as “Henrietta”, has been adopted by His Majesty The King at his private residence, Highgrove Gardens.
The initiative to rehome the one millionth hen began last year when the charity approached King Charles III and the recent milestone was brought to life through an innovative social media campaign driven by Happy Yolk, highlighting BHWT’s ongoing commitment to the welfare of hens across the UK.
The campaign aims to raise awareness of the plight of ex-commercial laying hens and to inspire the public to take action by adopting hens and saving them from slaughter, supporting the charity’s work and choosing British free-range eggs. Targeting animal lovers, environmental advocates, and the broader British public, the campaign seeks to build a community of supporters who are passionate about improving animal welfare.
Titled “One Millionth Hen,” this effort unfolded in three distinct phases, each designed to build anticipation and excitement leading up to the big reveal and to capitalise on the momentum post-reveal.
From heartfelt stories of the charity’s journey to a playful teaser video voiced by comedian, writer and BHWT patron Bob Mortimer, the campaign narrative humorously followed a hen travelling to the secret Highgrove destination by various modes of transport, complete with a pink suitcase. The video invited the audience to guess her destination, adding an element of fun and engagement. The narrative culminated in the royal handover of Henrietta.
Her journey to Highgrove Gardens was made even more special as she travelled in a hand-crafted carrier designed by award-winning British fashion designer, Lulu Guinness. The final reveal, a collaborative announcement film created by Simon Moore at Simon Moore Design, shared by The Royal Family, Highgrove Gardens, and BHWT, marks a significant moment in the charity’s history.
Jane Howorth MBE, Founder of the British Hen Welfare Trust, said: “Rehoming our One Millionth Hen to His Majesty the King at Highgrove is a momentous occasion for the charity. It’s a powerful reminder of how far we’ve come since our founding in 2005. Happy Yolk has captured the spirit of our mission perfectly, bringing creativity and humour to an initiative that we hope will inspire even more people to support our cause.”
Alissa Khan-Whelan, Founder and Head of Social at Happy Yolk, commented: “This milestone is not just a celebration of the one million hens rehomed by BHWT, but a testament to the charity’s impact on animal welfare in the UK. Working with such an iconic organisation, and having the privilege to be part of this royal occasion, has been an extraordinary experience. Our aim was to craft a campaign that not only honours the incredible work of BHWT but also connects with a broad audience, ensuring that the message of hen welfare resonates far and wide.”
This initiative is running across major social media platforms, including Facebook, Instagram, and TikTok, aiming to engage and expand BHWT’s community of supporters.
