In order to communicate its message in a shocking way, animal activists Direct Action Everywhere held a funeral "In memory of a life lost," in reference to a frozen chicken being sold in the aisles of an average grocery store.
The stunt involved a somber funeral procession dressed all in black, carrying a casket for the piece of poultry. Dramatically, the chicken was placed into the coffin and the activists in-store began to hold a ceremony to commemorate the life of this chicken. As the group proceeded to march around the inside of the grocery store, the event only came to a close as the group was told the police was arriving.
As well as stirring up a lot of commotion in the grocery store, the stunt has also churned up a lot of conversation online.
What's Driving This Trend
- Animal Activism Stunts
- Opportunity for businesses to explore unconventional marketing methods that create buzz and engage with consumers.
- Shock Marketing
- Potential for companies to utilize shock value in their advertising campaigns to grab attention and spark conversations.
- Online Advocacy
- Rise in online discussions and debates around controversial topics presents opportunities for businesses to align themselves with social causes and engage with consumers.
Who This Affects Most
- Grocery Retail
- Grocery retailers can use shocking and engaging in-store experiences to differentiate themselves and create a unique shopping experience for customers.
- Marketing and Advertising
- Marketing and advertising agencies can explore unconventional methods like shock marketing to help their clients stand out from the competition.
- Social Media and Online Platforms
- Online platforms can provide a space for businesses to join the conversation around social causes and connect with socially-conscious consumers.
