Colombia, the Country of Chicken

In Colombia, chicken is more than just food — it’s a way of life. It’s present in every corner of the country, prepared in countless ways, and enjoyed by everyone. It’s the flavour that brings us together. That’s why the National Federation of Poultry Farmers of Colombia (FENAVI) is launching its new campaign, Colombia, the country of chicken — a bold statement of national identity created by independent agency Fantástica. The campaign aims to recognise and elevate chicken as a cultural and culinary symbol of the country.
Just as Mexico is known for its tacos and Argentina for its beef, this campaign aims to show the world that Colombia is the country of chicken. It’s a statement grounded in everyday truth: wherever there’s a table, there’s chicken on it. From neighbourhood grills to gourmet restaurants, from grandma’s recipes to signature dishes, Colombian chicken has earned a place in the country’s heart, palate, and popular culture.
Colombia, the country of chicken, is more than a slogan — it’s a reality backed by data and flavour. In 2024, per capita consumption reached 34.8 kilograms, confirming chicken as Colombia’s favourite protein. The poultry industry produces nearly 3 million tons per year, generates more than 350,000 jobs, and contributes approximately 27 trillion pesos to the national economy.
To bring this vision to life, FENAVI and Fantástica spent 17 days travelling across Bogotá, Santander, the Caribbean coast, Antioquia, and Valle del Cauca, seeking out the true stars of the story: the chicken experts. From humble eateries to haute cuisine, they are the people who cook with love, creativity, and tradition — and who now feature in this tribute to a food that deserves a place in Colombia’s cultural identity.
At the campaign launch event, organized by Bombai, Luis Rodolfo Álvarez, Director of the Chicken Program at FENAVI, stated: “What we did was acknowledge a deep truth: chicken lies at the heart of our food culture. It’s a democratic, cross-cutting food that defines us as a nation. With this campaign, we want the world to recognize what we already know: Colombia is — and always has been — the country of chicken.”
The campaign blends cultural insight, gastronomic exploration, and strategic creativity. The result is an emotional, sensory, and relatable platform that not only communicates chicken’s nutritional value but also positions it as a symbol of national identity.
“From a creative standpoint, the challenge was to turn a daily habit into a powerful declaration. Colombia, the country of chicken is more than a campaign — it’s a narrative meant to reshape how we see our food, and in turn, our culture. We want every chicken shop to be seen as part of Colombia’s cultural heritage,” said Daniel Bermúdez, co-founder and Chief Creative Officer at Fantástica.
This project reinforces Fantástica’s standing as one of Colombia’s most influential independent agencies, known for purpose-driven campaigns that resonate deeply with Colombian consumers.
“Partnering with FENAVI on this initiative has been a privilege. We’re not just talking about a protein — we’re talking about a symbol of home, family, and national pride. This collaboration is a commitment to turning culinary pride into a cultural flag,” added Daniel Osorio, CEO and co-founder of Fantástica.
With Colombia, the country of chicken, FENAVI takes a firm step to ensure that every dish served in a chicken shop, restaurant, or home kitchen also becomes an act of cultural affirmation. Because chicken doesn’t just feed us — it represents us.