In 1997, PETA called on McDonald’s to make improvements for animals before they become Big Macs and McNuggets, holding news conferences and demonstrations around the country. After a ‘Day of Action’ in October generated dozens of protests around the country, McDonald’s invited PETA into negotiations. Negotiations proved fruitless, so PETA launched a campaign against McDonald’s in 1999 that lasted 11 months and included more than 400 demonstrations at McDonald’s restaurants in more than 23 countries, as well as advertising and celebrity involvement. In September 2000, McDonald’s agreed to make basic but important animal-welfare improvements, which are the only protection for chickens in factory farms because the Animal Welfare and Humane Slaughter acts do not cover birds.
For more information and a complete campaign chronology, please visit McCruelty.com.