 In the series, Fearnley-Whittingstall set about the highlighting the differences in standards by creating his own intensive and free range chicken farms; as well as mentoring a community project in Axminster.Fearnley-Whittingstall heralded the campaign a success when he managed to get to the point where the majority of the whole fresh chicken consumed in the town of Axminster was free range.Since then, the campaign has gone nationwide with 128,000 viewers having pledged on the campaign website to only buy free-range products.