GALLERY 25: Chicken Licken - Various

Chicken Licken was previously only available in the townships of South Africa. As people moved out, the brand lost its appeal, and more importantly, it's 'cool'. It's previous positioning, 'soul food' was taken a step further by Network who also incorporated the idea of 'selling out', reflecting the cultural mood as people rejected their roots. It sounds heavy, but the result was a hilarious series of tongue-in-cheek ads featuring a'Soul Doctor'. The two-year campaign has attracted something of a cult following.

Product/client: Chicken Licken

Agency: Network BBDO

Albury Road


Hyde Park


South Africa

T: +27 11 447 7111

F: +27 11 447 4529


Creative Director: Mike Schalit

Agency Producer: Lisa Jaffee

Art Director: Julian Watt

Writer: Annette Nel

Production company: Egg SA

168 Buitengracht Street

Cape Town 8000

South Africa

T: +27 21 426 0728

F: +27 21 426 0729

Director: Brent Harris

Producer: Colin Howard

Director of Photography: Alard De Smidt

Post-production company: Elevator

PO Box 117

Green Point

Cape Town 8051

South Africa

T: +27 21 421 8020

F: +27 21 421 8022

Editor: Kobus Loots