In a bold move to shed light on the harsh realities of the egg industry, we launched a powerful billboard campaign spanning six critical locations throughout the UK.

These billboards are poignant reminders of the grim conditions endured by countless birds within this horrific industry. By showing The Foul Truth, we aim to illustrate the gruelling suffering of these birds as they are relentlessly pressured to churn out egg after egg in an environment devoid of compassion.

As the 2025 cage-free egg commitment creeps closer, we are amping up our campaigning against cage-free egg farms, revealing the frightful reality at even the ‘highest’ of all welfare assurances. Free-range means very little to the birds imprisoned inside these industrial sheds.

Our campaign seeks to ignite public awareness about the ethical implications of our food choices, advocating for a total end to this corrupt system. Reaching approximately 1.4 million people across a two-week period, we hope that they will bring light to the horrors ingrained within the egg industry and encourage as many people as possible to make the compassionate choice to be vegan.

Here is what each of our billboards demonstrates:

1. Eggspectation vs reality – HANWELL, LONDON

No matter how much the industry tries to dress it up, it cannot hide the reality of what these birds experience. They exist in dark and filthy conditions, causing them a great deal of stress and resulting in aggressive behaviours like feather pecking. The eggspectation certainly does not reflect reality.

2. There's nothing free about free-range – BRISTOL

Our recent YouGov survey has revealed that consumers know very little about the cruelty involved in the egg industry. The results underscore the significant gap between British egg consumers and the actual origins of their eggs, particularly concerning the labelling of 'high welfare' and ‘free-range’ products. Our billboards reveal The Foul Truth and help to bridge this gap, urging consumers to choose vegan.

3. I am not an egg machine – BIRMINGHAM

Chickens only produce 10-15 eggs a year naturally. Selective breeding has resulted in birds that produce quantities beyond what their bodies should be capable of. They are treated like machines, pumping out egg after egg, rather than the sentient beings that they are.

4. Eggspectation vs reality – BARKING, LONDON

While a majority of respondents to our poll (57%) expressed that the practice of killing chicks within 24 hours was utterly unacceptable, it is mortifying to note that 29 million chicks undergo this fate annually in the UK alone. The only way to end this horrific practice is to abolish this industry in its entirety, and this will only happen when consumers stop purchasing eggs regardless of what so-called assurance label is plastered on the box.

5. Cage-free isn't cruelty-free – NOTTINGHAM

Welfare labels are just a marketing tool the industry uses to make consumers feel better about their unethical purchases. They mean extraordinarily little to the animals. Consumers may believe they are making a compassionate choice by selecting products with these labels, but the impact of these labels on the actual lives of the animals involved is non-existent. Welfare reforms will not fix this broken system; only abolitionism will.

6. There is no such thing as an ethical egg – HOVE

Assurance schemes and so-called welfare standards mean very little, as the reality of life for these beautiful birds remains very much the same. They are still met with the same cruel fate and suffer in uncomfortably dirty conditions.

These lies highlight the desperate need for the egg industry to go and for us to stop using animals entirely. There is no such thing as an ethical egg. Please choose compassion. Please choose vegan.

As always,

For the animals.