"People for the Ethical Treatment of Animals (PETA) claimed victory last June after more than  'Murder King' protest rallies spread over five months prompted Burger King, the world's second-largest fast-food chain, to announce new guidelines for its meat and egg suppliers, including extra water, wing room, and fresh air for egg-laying hens and mandatory stunning of pigs and cattle prior to slaughter. Surprise inspections by Burger King auditors will help to ensure that suppliers treat animals humanely right up to the end. McDonald's established similar guidelines a year earlier, following a PETA campaign that included distribution of 'Unhappy Meals' with ['wounded,'] ['bloody'] farm-animal toys."—Discover magazine, Jan. 2002
On June 28, 2001, PETA called off its Murder King campaign, which involved provocative ads; celebrity support from Alec Baldwin, James Cromwell, and Richard Pryor; and—with the help of activists—more than 800 protests at Burger King restaurants worldwide. Since the campaign ended, Burger King has continued to lead the fast-food industry toward improving animal welfare.
PETA called off its Murder King campaign when the company agreed to do the following things:
Burger King also petitioned the U.S. Department of Agriculture to enforce the Humane Slaughter Act.
Update: Burger King Adopts New Industry-Leading Animal Welfare Policies in 2007
In the years following PETA's successful Murder King campaign, PETA continued to hold behind-the-scenes discussions with Burger King about how the company could further improve its animal welfare guidelines. In March 2007, Burger King announced a groundbreaking new plan, placing it at the forefront of the fast-food industry with regard to animal welfare. The company committed to do the following things:
PETA applauds Burger King for this groundbreaking step and will continue to work with the company to improve its animal welfare requirements.
Almost all of us grew up eating meat, wearing leather, and going to circuses and zoos. We never considered the impact of these actions on the animals involved. For whatever reason, you are now asking the question: Why should animals have rights? Read more.