People for the Ethical Treatment of Animals (PETA) is one of the world's most effective advocacy NGOs. With over 750,000 members spanning the globe, PETA has led successful campaigns against McDonald's, Wendy's and Burger King. McDonald's agreed to sweeping animal welfare improvements after PETA pressured them for almost a year with over 400 demonstrations across the globe, celebrity endorsements and advertisements. Burger King was next on PETA's menu, and the company made concessions after only six months and around 800 protests. Wendy's followed suit in September 2001. Dan Shannon, PETA's Vegan Outreach Coordinator, believes, “Companies are waking up to the fact that consumers care about these issues. Our campaigns impact adversely on their sales figures and their stock prices and so force them to make changes.” KFC, however, has proven a formidable opponent to PETA's tactics and has not conceded as readily as other fast-food restaurants facing PETA pressure.

KFC, which is owned by Yum! Brands, is the largest retailer of chicken in the world. While Yum! Brands does not raise chickens, the company recognizes their responsibility to influence how animals are treated by their suppliers. KFC's Animal Welfare Program website states that, “Our goal is to only deal with suppliers who provide an environment that is free from cruelty, abuse and neglect.” Based on KFC's assertions to “raise the bar” in animal welfare, PETA agreed to work with the company in 2001. From April 2001 until January 2003, PETA and KFC attempted to collaborate.