Tesco's Burning Secret: Greenpeace calls out UK supermarkets on supply chain deforestation

What do you think of this short, emotive film linking British supermarket chain Tesco to deliberately-set fires in the Brazilian Amazon? The footage and animation draws on a report published in collaboration with the Bureau of Investigative Journalism, The Guardian, and ITV News on how "Tesco, Asda, Lidl, Nando’s, and McDonald’s source chicken produced in the UK by the agribusiness giant Cargill – America’s second biggest private company." Some viewers say the campaign is short on the kind of shocking statistics that will make us all as consumers sit up and take action - or at least notice. Greenpeace says: "Fires in the Amazon, Cerrado and the Pantanal wetlands are not natural disasters. Huge areas of these precious forests are slashed and burned every year to make way for cattle ranches and to grow soya for animal feed. Brits eat twice as much meat and dairy as the global average and Tesco uses one sixth of the UK’s soya, 99% of it in its meat and dairy supply chain. 90% of the soya imported to Europe is used for animal feed and two thirds of the UK’s soya is imported from South America, where it is a leading cause of deforestation." What are your thoughts? Does the ad do the job effectively through music and visuals illustrating the deal-making and supply chain journey, or would you like to see some of the facts and figures involved?

Keywords: Greenpeace, Tesco's burning secret, UK supermarkets supply chain, UK meat consumption, Amazon destruction, animation in ads, motion design, Chicken Fruit Studio