This case study examines the evolution and impact of corporate-focused strategies in animal advocacy with a specific focus on farm animal welfare. Historically, 19th- and early 20th-century humane movements largely overlooked farm animal suffering, an oversight exacerbated by the mid-20th century's rise of industrial agriculture and factory farming, which kept the harsh conditions of billions of animals invisible to consumers and most advocates.

However, the 21st century marked a significant shift, with campaigners adopting pragmatic strategies aimed at transforming corporate supply chains. Organizations including the Humane Society of the United States, The Humane League, Open Wing Alliance, Compassion in World Farming, and Mercy for Animals successfully persuaded major food and agribusiness corporations to improve farm animal conditions. This shift has led to over 3,000 companies worldwide—including major global brands such as McDonald’s and Starbucks—pledging to source "cage-free" eggs and "crate-free" pork. These corporate commitments have resulted in measurable improvements, removing billions of hens from battery cages and enhancing conditions for sows.

The study identifies five key findings:

• Corporate engagement became necessary due to limited governmental intervention in animal welfare.
• Corporate campaigns flourished from the early 2000s due to a more pragmatic and less divisive advocacy approach.
• Effectiveness stemmed from organizational innovations in tactics and funding models.
• Agrifood companies became structurally vulnerable to reputational risk, yet capable of managing it, creating both opportunities and constraints for advocates.
• Ongoing challenges for farm animal advocacy highlight the need for continuous strategic innovation.

The research employs an inductive, qualitative methodology, drawing on academic texts, interviews with animal advocates, strategy documents, media reports, and government documents.

Despite measurable successes in improving the lives of farmed animals, challenges persist for animal advocates, including difficulties in enforcing corporate commitments, strategic risks such as institutional isomorphism, and the continuously rising global demand for meat, dairy, and seafood, particularly in the Global South where advocacy is more challenging.