Slogan ‘Chicken! The most versatile piece of meat’ returns

The slogan is familiar to many people in the Netherlands. In 2026, 'Kip! Het meest veelzijdige stukje vlees' (Chicken! The most versatile piece of meat) returns in a new public-facing campaign by NEPLUVI. With a contemporary approach, the organization aims to show why chicken continues to hold a solid place in food and consumption today.

The campaign launches in 2026 and will run for six months. Consumers are guided through the versatility of chicken, as it has developed in recent years within the Dutch poultry sector.

Versatility as the common thread

At the heart of the campaign are four pillars that together tell the story of chicken:

• Versatility in the kitchen: chicken fits into a wide range of dishes, cuisines, and eating occasions.
• Animal welfare: the Dutch poultry sector ranks among global frontrunners, partly due to cooperation around the Better Life 1 star quality mark.
• Sustainability: within the meat category, poultry meat is considered one of the more sustainable choices.
• Health: chicken is lean, rich in protein, and fits well within a healthy dietary pattern.

Alignment with consumption trends

According to NEPLUVI chairman Gert-Jan Oplaat, chicken has remained popular in the Netherlands for decades. “This is evident, among other things, from consistently rising consumption figures,” he says. “Up to 2035, poultry meat consumption in Europe is expected to continue increasing by around 0.5% per year.”

The campaign is part of the public platform Kip in Nederland (Chicken in the Netherlands). Through this platform, NEPLUVI shares accessible information about chicken and its production. The aim is to strengthen trust in poultry meat production and to provide insight into developments related to animal welfare, sustainability, and quality.

Kipinnederland.nl