Flexing the power of Canadian chicken

The world has become obsessed with protein. People, especially gym-goers, want to consume it in as many foods as they possibly can and in 2024, the number of people talking about protein online increased 32% year-over-year. But not all protein is good protein. The Chicken Farmers of Canada (CFC) ensures chicken farmers produce safe, high-quality chicken, and protects the interests of farmers and the industry. So, it was only natural that they wanted to remind Canadians of the simplest way to get real gains: eating Canadian-raised chicken.

With new protein-infused products popping up everywhere, we needed to show gym-goers why good old fashioned chicken is the best protein to hit your fitness goals. But the last thing they needed was another protein ad. So, LG2 took one of the oldest forms of ad media, the billboard, and transformed it into muscle media. ‘The Builtboard’, is a 400 lb, 16ft wide fully-customized, squattable, bench-pressable, dead-liftable billboard that showed people the power of chicken protein in real time.

In an impressive feat of strength, we had strong men and women carry the Builtboard to prominent locations around downtown Toronto that gym-goers frequent. At each location a unique messaging was displayed. While outside Ripley’s Aquarium, the headline read “‘I just benched 350’ said no fish ever.” At Sugar Beach, it read “Any beach is muscle beach.” The lifters handed out t-shirts, bearing the simple message, “Eat chicken. Build muscle.” as well as seasoning packets for making flavourful, post-workout meals.

With Gen Z and Millennial Canadians (aged 16-44) making up 80% of Canadian gym-goers, we chose two relevant fitness influencers to join the activation. Both got a chance to lift the Builtboard themselves and told their followers about the important role that chicken plays in meeting their own fitness goals.

Chicken Farmers of Canada represents 2,800 chicken farmers from coast to coast and ensures that the chicken reaching Canadian tables is trusted, preferred, and sustainable. Visit chickenfarmers.ca for more information.