Leading UK supermarket Morrisons is facing backlash after releasing a misleading advertisement to gain trust surrounding their animal products.

The video they released shows well-cared-for, happy farm animals, and idyllic countryside scenes with smiling workers. All the while, undercover footage of Morrisons supply chain paints an entirely different, cruelty-filled story.

To combat the misinformation, animal charities have worked together to create a satire video showing the reality of the supermarket’s practices.

In the spoof video, peaceful, idyllic scenes similar to those from the original video are interrupted with undercover footage of what’s actually going on behind the scenes. The video features the tagline, “Morrisons makes CRUEL things happen,” contrasting Morrisons’ actual tagline, “Morrisons makes good things happen.”

The video comes as part of the Morrisons Misery campaign led by The Humane League UK, Open Cages, and Animal Equality UK. The goal of the campaign is to push Morrisons to stop selling fast-growing “FrankenChickens” and get them to sign the Better Chicken Commitment.

In an email to One Green Planet, the Head of Campaigns at The Humane League UK, Cordelia Britton, said: “Morrisons has continued to rely on an image of itself as a virtuous, family-farm enterprise committed to high welfare standards. This video cuts through the public relations veneer and exposes the truth – that Morrisons profits from raising fast-growing chickens in painful, unsanitary and unacceptable conditions.”

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