Former Olympic athlete and poultry farmer's daughter, Sally Gunnell, today led a brood of giant chickens on a caper round the capital.
More of a flapping frolic than a sprint, the run launched a fundraising partnership between Great British Chicken and the British Heart Foundation (BHF), which aims to raise over £150,000 in the next 12 months to help fund BHF Heart Nurses.
The feathered flock "ran" 5km from Trafalgar Square, across Westminster and Waterloo to Charing Cross and Covent Garden, raising sponsorship for the BHF - leaving Londoners across the city in no doubt as to why these chickens were crossing the road.
Douglas Rouse, Head of Corporate Partnerships at the British Heart Foundation, said: "The BHF is really excited to be working with Great British Chicken. The new fundraising partnership will help raise vital funds for BHF Heart Nurses, who offer care, support and information to both heart patients and their families in their own homes."
Great British Chicken aims to raise funds for the BHF via on-pack promotions. The first major on-pack promotion will hit selected supermarket shelves in June to support the BHF's 'Help a Heart' campaign - when special packs of skinless British chicken breasts will carry a 5p donation to the cause.
"Now when you buy British chicken with the Red Tractor logo, as well as enjoying a low fat, nutritious food fresh from British farms, you'll also be supporting the British Heart Foundation," explains mother-of-three Sally Gunnell.
For more information about the fundraising partnership or to make a donation visit www.greatbritishchicken.co.uk/bhf