Chicken Licken, renowned for its comedic style and unique approach to advertising, has launched a fresh and creative campaign that taps into an unusual fear—bone phobia. With their latest campaign for SoulBites®, Chicken Licken has managed to turn a fear of bones into a fun and delicious solution, leaving South Africans craving more of their Boneless Bites of Soul.
In a crowded market filled with conventional chicken nugget ads, Chicken Licken set itself apart by identifying a quirky and humorous insight: a small group of people suffer from a fear of bones. This led to the birth of the campaign's tagline: “SoulBites®, Boneless Bites of Soul, for the few who fear bones…and everyone else.” The boneless nuggets, SoulBites®, were positioned as the perfect snack for this niche group—and for everyone else who loves delicious, bone-free bites.
The campaign kicked off with a film that humorously depicts South Africans from all walks of life sharing their bone-related fears. From a mother who’s terrified of skeleton costumes at Halloween to a student fainting at the sight of giant whale fossils, the film showcases a diverse group of “cartilogenophobics” (bone phobics) who find relief in the unlikely hero—SoulBites®. The campaign’s clever take on this phobia captivated viewers, drawing attention to Chicken Licken's boneless solution in a way that was both funny and memorable.
As the campaign progressed, Chicken Licken continued to play on this niche fear in various creative ways. For example, they warned moviegoers about potential bone-related imagery before screenings of blockbusters like Jurassic World, rewarding brave viewers who watched till the end. Additionally, a web series was created to “prove” that SoulBites® were indeed boneless—using a mini-guillotine, a katana, and an x-ray for comedic effect.
The bravery of a chicken brand tackling such a peculiar fear was well-received by fans and critics alike, with the campaign quickly gaining traction online. Within the first two weeks, views and shares reached millions, highlighting the success of Chicken Licken’s bold approach.
Adam Weber, integrated executive creative director at Joe Public, commented, “We took a chance by pushing Chicken Licken into a different direction with this campaign, finding humour in unlikely spaces, having multiple protagonists in the film and reframing our nuggets as Boneless Bites of Soul…”
Through this innovative and humorous campaign, Chicken Licken has once again proven its ability to stand out in a competitive market, turning an unusual fear into a creative and delicious solution for all.
