Campaign details

Advertiser: Chicken Licken
Brand: Chicken Licken
Agency: Joe Public Shift Johannesburg
Country: South Africa


Chicken Licken®, a fried-chicken fast-food challenger brandin South Africa, is definitely ruffling the feathers of the industry's big brands, proving it is not a chicken, it is a rooster.

Roughly every 2nd year, Chicken Licken® invests in a big breakthrough campaign to drive the brand's hottest seller - Hotwings®. And every time the brief is the same, using a fresh and innovative big idea, create fame and talkability for the product, in order to sell more Hotwings®, specifically the Feed My Craving® 10 meal, than the year before.

  • Commercial objetive: Sell more Feed My Craving® 10 Hotwings®Meals than 2017
  • Communication objective: Spark engagement and conversations for the brand and product – create fame and talkability