At The Fork

May 24, 2016

About the Film

Filmmaker and omnivore John Papola, together with his vegetarian wife Lisa, offer up a timely and refreshingly unbiased look at how farm animals are raised for our consumption. With unprecedented access to large-scale conventional farms, Papola asks the tough questions behind every hamburger, glass of milk and baby-back rib. What he discovers are not heartless industrialists, but America’s farmers — real people who, along with him, are grappling with the moral dimensions of farming animals for food.

About the Campaign

Our goal with this film is to expand people’s circle of compassion and moral consideration to include farm animals because our decisions as individual consumers have a direct impact on the quality of their lives and their very existence. Through a national theatrical release with TUGG and the launch of the At The Fork Challenge, we will help people REFUSE, REDUCE and REPLACE unethical meat choices.

Our Work

Picture Motion is overseeing partnerships, online engagement and the implementation of the film’s impact campaign, focused on the At The Fork Challenge, a 21-day eating challenge designed to help participants reduce their animal product consumption, refuse to consume animal products that aren’t higher-welfare, and replace animal products with plant-based products.

The Impact


  • Picture Motion confirmed 8 advocacy partners and 18 local partners to promote the Tugg screenings of the film across the country.
    • National partners included the ASPCA, Change Food, Civil Eats, Crystal Lake Farms, Farm Aid, and Egg Innovations / Blue Sky Farms.
    • Local partners included various Slow Food chapters across the country, and various higher-welfare farms such as Terra Firma Farms and White Oak Pastures.

Digital Engagement

  • On July 15, 2016 we crossed the following thresholds: 2000 likes on Facebook and 300 followers on Twitter.
  • Social media activity on the night of July 13, the film’s Tugg premiere across the country, there were 243 unique interactions by 166 unique users for a potential reach of 35.8K.
  • Picture Motion also created a Social Press Kit for partners and fans to use to support and promote the film on their own social media pages.
  • Working closely with the film team, we collected and edited down all of the content of the 21-day At the Fork Challenge, created each newsletter email in Mailchimp, and set up automation triggers for the 21-day challenge and the 14-day vegetarian-only challenge.
  • Throughout the course of our time on the campaign, we also sent 5 email newsletters promoting the film’s trailer, ticket sales, and VR app. The average open rate was 43.56% across all newsletters.

Visit the Film’s Website

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