Due to the war in Ukraine, our country's low economic growth, and the world markets, South Africa has seen a rising cost of poultry, a rising cost that like all costs ends up, unfortunately, being passed on to the consumer.

And you only need to go as far as our social media comments to see that our consumers are not happy. Especially when something is affecting their wallets, and their hunger.

While we couldn’t, unfortunately, stop price increases, because that’s bad business, we could communicate that we also have offers that aren’t so heavy on the wallet, but perfect for the hunger.

During March 2023, a month when inflation across the board was a national topic, we decided to promote our single Slyder Burger that only costs R12 (65 American cents). To remind our consumers that while times are tough, you can always feed your soul, at Chicken Licken.

To showcase this offering we wanted to play off the idea of the lengths someone would go to just to get their hands on 12 Rand so they can buy a Slyder. However, a minor or insignificant consequence or repercussion sends our protagonist down a totally different path, to hilarious results. But in the end, it doesn’t matter where they end up, because if they get the 12 Rand for a Slyder, then it was all worth it in the end. To bring these stories to life, we chose the medium of radio. Radio as we all know is the theatre of the mind, allowing the listener to sit back and follow the story as they get to paint the picture of how it all looks in their own imagination.

Chicken Licken has over 250 stores nationwide with the majority of our stores and subsequently our largest market in the Johannesburg area.

We chose to flight our radio spots on Yfm. As one of the biggest broadcasters in Johannesburg, Yfm is a youth-based radio station that plays mostly urban music and limited talk shows, appealing to our market and giving us an average listenership of 638 000.