King Charles has adopted Henrietta in his private residence, Highgrove Gardens, making her British Hen Welfare Trust’s one millionth rehomed hen. Now it is an evocative campaign by social media agency, Happy Yolk, raise awareness of the plight of ex-commercial laying hens and to inspire the public to take action by adopting hens and save them from being killed.
The initiative to rehome the one millionth hen began last year when the charity approached King Charles III. The campaign, One Millionth Hen, by Happy Yolk now highlights BHWT’s ongoing commitment to the welfare of hens across the UK, targeting animal lovers, environmental advocates, and the broader British public to build a community of supporters who are passionate about improving animal welfare.
One Millionth Hen 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.
Beginning with heartfelt stories of the charity’s journey to a playful teaser video voiced by comedian, writer and BHWT patron, Bob Mortimer, the humorous campaign narrative 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.
Henrietta’s 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 was a collaborative announcement film created by Simon Moore at Simon Moore Design, shared by The Royal Family, Highgrove Gardens, and BHWT.
Jane Howorth MBE, founder of the British Hen Welfare Trust, stated, “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, added, “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.”
The campaign is running across major social media platforms, including Facebook, Instagram, and TikTok, aiming to engage and expand BHWT’s community of supporters.
Credits:
Social Media Agency: Happy Yolk
Head of Social: Alissa Khan-Whelan
Strategy Director: Dax Callner
Senior Social Strategist: Zoe Williams
Creative: Gigi Rice
Senior Account Executive: Maya Semyonova-Hoyland
