Chicken Licken®’s SoulBites® are nothing to fear.

Johannesburg, 16 April 2025, Chicken Licken^®’s latest campaign has turned an unusual fear into a creative, and delicious, solution.

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In a market full of competing chicken nuggets, Chicken Licken® discovered aninsight as unique as their drumstick-shaped bites. A small percentage of the population has a fear of bones, and as South Africa’s most loved local chicken brand, Chicken Licken^® felt it would be fun to confront this fear head on.

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The campaign launched with a TV ad that focuses on the plight of those with this phobia. In Chicken Licken^®’s usual quirky style, the story features different South Africans trying to overcome their fear, with the boneless SoulBites^® becoming the hero.

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“We took a chance by pushing Chicken Licken^® into a different direction with this campaign, and finding humour in unlikely spaces to reframe our nuggets as boneless bites of soul,” comments Adam Weber, Executive Creative Director.

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