Everyone’s talking about it. Even Kentucky

SPONSORED

While December in South Africa is holiday season, January is inevitably broke season. Earlier this year South African fried chicken fast-food chain, Chicken Licken®, launched a campaign for their wallet-friendly EasyBucks® meals, based on the idea of ‘Everyone’s talking about it.’ All elements in their integrated campaign – from the film to the extended online films, the interactive website to social engagement and tactical print – ensured that the entire country was talking about EasyBucks®.

And now, in the next instalment of the campaign, they’ve taken the concept a step further.

Unique to South Africa is the fact that locals still call Chicken Licken®’s biggest competitor ‘Kentucky’. So, they decided to get the home of this competitor talking too, by putting up an EasyBucks® billboard in the last place you’d expect: Kentucky USA. The price of R24.00 was converted into US dollars, translating to a ridiculously low $1,60. And that certainly got Kentucky talking! The team filmed the locals’ reactions to the billboard, the low price and their eagerness to try Chicken Licken®, in order to create an online film. Directed by Joe Public United Film Director, Katlego Baaitse, and produced by Burley Boys Productions, it’s a lovely, entertaining peek into the lives of salt-of-the-earth Kentuckians, and of course, a cheeky poke at the competition. The film goes live on 25th March and is expected to get South Africa talking about EasyBucks® yet again.


Brand: Chicken Licken

Client: Chantal Sombonos van Tonder

Agency: Joe Public United

Group Chief Creative Officer: Pepe Marais

Chief Creative Officer: Xolisa Dyeshana

Creative Director: Assaf Levy

Art Director: Zamani Ngubane

Copywriter: Caroline Bergh

Strategy: Leigh Tayler

Account Management: Amber Mackeurtan, Asbo Ofori-Amanfo

Agency TV Producer: Wendy Botha

Production Company: Burley Boys

Director: Katlego Baaitse

Director of Photography: Barend Stofberg 

Executive Producer: Daryl Burley

Production House Producer: Warren Burley 

Post-production:  Burley Boys

Editor: Barend Stofberg

Colourist: Alex May

Online Operator:  Hofmeyr Smit 

Audio: Warren Burley 

We make it make sense

If this story helped you navigate your world, subscribe to the M&G today for just R30 for the first three months

Subscribers get access to all our best journalism, subscriber-only newsletters, events and a weekly cryptic crossword.”

Related stories

WELCOME TO YOUR M&G

Already a subscriber? Sign in here

Advertising

Latest stories

Climate change bill: ‘One of the most important draft laws...

Bill moves towards the all-of-government approach required to mount effective climate response, but there are concerns that it is ‘toothless’

We need a president – woman or man – who...

Having a woman leader of the country would show a shift in gender equity, but more than that, South Africa needs someone morally unimpeachable who listens to the impoverished

Yengeni’s complaint against Zondo is legally uncertain

The chief justice was acting in a non-judicial capacity when chairing the state capture inquiry, so the complaint probably falls outside the law but underscores the risk of naming sitting judges to investigate political scandals

Covid-19 escalates xenophobia in South Africa – Report

Politicians have increasingly come under scrutiny for their alleged inflammatory comments which have been taken as endorsement by anti-foreigner activists
Advertising

press releases

Loading latest Press Releases…
×