To create and sustain a competitive advantage in markets that increasingly value animal welfare attributes, meat companies need to meet public and private production standards while communicating to final consumers through their brands. Data are collected from a representative sample of 460 U.S. residents through an on-line experiment on McDonald’s chicken breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same positive impact on consumers’ beliefs and attitudes, regardless of whether it is related or unrelated to animal welfare. However, there is strong market segmentation in terms of consumers’ response when exposed to brand information, suggesting that brand managers would benefit from tailoring brand information according to consumers’ age, education, gender and income.