How I Learned to Love Shrimp Toby Schiønning on "fair cop" and a new model for corporate campaigning
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Mar 24, 2026 Thorbjørn Schiønning (Toby), co-founder of Anima International and longtime corporate campaigner, outlines a new “fair cop” approach mixing collaboration and escalation. He walks through Norway’s breakthrough on broiler breeds and why focusing resources pays off. Short, strategic takes on patience, when to escalate, and why a campaign war chest changes the game.
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How Norway Won A World-First Broiler Reform
- Norway secured a world-first deal to phase out fast-growing broiler breeds, committing the industry to slower-growing chickens by end of 2027.
- Anima focused resources since ~2017, coined “turbo chicken,” and used country-specific strategy and media to normalize the issue.
Put Most Resources Into One Winnable Campaign
- Prioritize deeply: concentrate 60–80% of a country's resources on one winnable issue rather than spreading thin across many topics.
- Anima dedicated most broiler work in Norway to one program with multiple staff over years to maximize impact.
Commitments Alone Can Reduce Momentum
- Public commitments can create false momentum; implementation within months or a couple of years is far more valuable.
- In Norway Anima pushed for rapid implementation so producers and suppliers would see the change was feasible.