‘I’m Not Lovin’ It’ Campaign Urges McDonald’s Not to Use Factory-Farmed Chickens

Burger King, Jack in the Box, Subway and nearly 90 other companies have done the right thing by promising to stop using chickens from inhumane factory farms. Inside these farms, the birds are raised in crowded sheds with little room to move until they’re transported to the slaughterhouse, where they’re hung upside down and stunned — although some birds remain fully conscious — before their throats are slit.

Unlike all those other companies, fast-food giant McDonald’s continues to support these cruel farms by purchasing their chickens. In a new effort to encourage McDonald’s to join the others that have already switched to chickens raised more humanely, The Humane League and other animal welfare groups have started the “I’m Not Lovin’ It” campaign.

Americans love to eat chicken. The annual average in 2017 was about 91 pounds per person, and that average is expected to increase by a pound this year. That’s why chickens are the most-killed animals in the U.S. food supply. McDonald’s alone used 490 million pounds of the birds in 2014, the Chicago Tribune reports.

Chickens raised for their meat have been bred to weigh at least 6 pounds, which is twice as large as they were in the 1950s. So they can be sold more quickly, today’s factory-farmed chickens reach their full weight much sooner than they did in previous decades. Their accelerated growth can lead to a lot of physical problems, like heart attacks and difficulty walking because their legs can’t support all that weight. If human babies grew at the same rate as these chickens, they’d weigh 660 pounds when they were two months old.

Back in October 2017, in response to pressure from The Humane League and other groups, McDonald’s did announce a new welfare policy regarding chicken slaughter that would go into effect by 2024. However, the animal welfare organizations say the policy is misleading and doesn’t meaningfully address important animal welfare issues.

To raise public awareness of the sources McDonald’s uses for its chickens and persuade McDonald’s to make changes, the “I’m Not Lovin’ It” campaign includes billboards, demonstrations and an “UnHappy Meal” art installation in Chicago, not far from Oak Brook, where the corporate headquarters of McDonald’s is located. The animal welfare coalition, which along with The Humane League includes Animal Equality, Compassion in World Farming, Compassion Over Killing, Mercy For Animals and World Animal Protection, also ran a full-page ad in the Sunday New York Times March 25, 2018, urging McDonald’s to commit to welfare reforms for the chickens it uses.

“As one of the most influential companies in the world, a new policy from McDonald’s will lead to widespread changes in the American chicken industry, dramatically reducing the suffering of billions of chickens annually,” said David Coman-Hidy, president of The Humane League.

Until then, customers should say, “I’m not lovin’ it,” and take their business elsewhere.

Take Action

  • Sign and share this petition urging McDonald’s to switch to more humanely raised chickens.
  • In the meantime, only patronize companies that have promised to stop using factory-farmed birds.
  • The best way to help is by switching to a diet that doesn’t include chickens and other animals.

Photo credit: The Humane League


hELEN h5 months ago


hELEN h7 months ago


Carole R
Carole R7 months ago

Awful. :0(

Renata B
Renata B7 months ago

Chickens are the most abused animal on the planet. That says it all.

Marie W
Marie W7 months ago

Thank you for sharing!

JoAnn Paris
JoAnn P8 months ago

Thank you for this very interesting article.

Peggy B
Peggy B10 months ago


Cindy S
Cindy Smith10 months ago

thank you

Cindy S
Past Member 11 months ago

there is no ethical murder crissiejesus christ

Chrissie R
Chrissie R11 months ago

Go ETHICAL OMNIVORE and chickens won't suffer abuse.