Gilligan is amiable, self-effacing and keen to learn, even when doing what he calls “proper journalism”.

The goal of these type of documentaries is always, as Gilligan says at the finish, to “start a conversation”. Big Chicken certainly does that, but it’s always the same conversation that leads to the same conclusions: eat less meat.

It’s about time a guy made a documentary about his quest to eat nothing but fast food for a monthlong period.

Gilligan is an inspired choice to lead the story. Endlessly likeable, he never positions himself as an expert or activist. Instead, he asks the questions most viewers would, openly admits when he's conflicted and is refreshingly willing to be vulnerable.