Introducing Nuggets of Wisdom, Chicken Licken’s latest campaign, in collaboration with Joe Public. Playing on the double meaning of a 'nugget' being a piece of valuable knowledge or insight, the campaign launches with a series of films that share humorous, bite-size soulful advice for everyday life eMzansi. Each film is packed with Chicken Licken’s unique and highly entertaining signature quirk and humour that South Africans have come to expect from their favourite Soul Food® brand.
Directed by Greg Gray of Romance Films, the first three films in the campaign each introduce a lead character who is faced with a tricky choice to make. Each time, our protagonists pause to gain some inspiration from a SoulBite – chewing on a Nugget of Wisdom, as it were – which reveals to them the potentially disastrous consequences that could follow a wrong decision. Ultimately they take the right decision – making SoulBites synonymous with the street-smart wisdom that saves the day.
“Chicken Licken is a brand that has earned the appreciation of its audience by constantly striving to bring them relatable and uniquely South African entertainment. This allows the brand to tackle even the most serious topics in the most engaging and humorous way… we saw that with the Soulful Nation campaign during our country’s first hard lockdown, and now again, as the brand is even making South Africans see the dangers of borrowing from umashonisa (a loan shark) in its typical tongue-in-cheek style. As always we are excited to have the opportunity to collaborate with Chicken Licken to create work that grows the brand, because growth is always the driving purpose behind everything we do. It’s inspiring to have the creative freedom to achieve that, and to demonstrate time and again that creative work really works,” says chief creative officer, Xolisa Dyeshana, Joe Public.
The fact that Chicken Licken recently won 20 Loerie awards including 4 golds, as well as 8 Pendorings, is a testament to the brand’s commitment to growing itself through true South African creativity. It was also lauded as Brand of the Year at the Loeries for the third year in a row.
Chicken Licken’s new SoulBites product range includes the SoulBites Snack, SoulBites 6, SoulBites 9 and SoulBites Munch offerings. The campaign is set to continue through December and will roll out across media platforms into the new year, making sure South Africans have no shortage of delicious SoulBites Nuggets of Wisdom to keep them living their very best lives into 2022.
#SoulBites
Twitter: @ChickenLickenSA
Facebook: Chicken Licken
YouTube: Chicken Licken SA
Credits:
Brand: Chicken Licken
Group chief creative officer: Pepe Marais
Integrated chief creative officer: Xolisa Dyeshana
Integrated creative director: Assaf Levy
Integrated senior copywriter: Michelle McKenna
Integrated senior art director: Alexa Craner
Integrated copywriter: Tlhogi Swaratlhe
Integrated art director: Ovayo Ntlabati
Creative business director: Amber Mackeurtan
Head of TV & Radio: Di Cole
Director: Greg Gray
Executive producer: Helena Woodfine
Line producer: Shannon McDougall
Director of photography: Adam Bentel
Production art director: Will Boyes
Stylist | Costume design: Bridget Baker
Head of research: Maghiel van Dorssen
Principal actors: Roberto Pombo, Edgar Maja, Mackmillian Leshumo
Editor: Ricky Boyd
Editing company: Deliverance Post
Visual effects: Jean du Plessis
Post-production: Chocolate Tribe
Audio & sound design: Stephen Webster, Ricky Boyd
Sound studio: The WorkRoom
