The brief was to revisit the Big John™ product offering and communicate to South Africans that the Big John™ burger is for those with a big hunger, ready to take on the world. Our client wanted to see an increase in Big John™ sales over a period of 6 – 8 weeks. The campaign was set to launch in November 2022, which happened to coincide with the launch of Black Panther: Wakanda Forever. Inspired by this, Chicken Licken decided to highjack the social media hype surrounding the biggest movie of the year, Black Panther: Wakanda Forever. Introducing Big John™ Beats Ya’hunga Forever, our very own Hollywood blockbuster that shows just how far someone would go to get their hands on one of our Big John™ burgers. We launched our campaign across all our social media platforms, on 11. 11. 22, the same day as Black Panther 2 was released.

Our ad tells the tale of Chicken Licken’s legendary Big John™ burger by showing just how far someone would go to get their hands on one. The film is a humorous parody, inspired by Black Panther, that proves how even in a technologically advanced utopia, the one thing that’s missing is our burger.

Having heard about the legend of Big John™, the Queen of an advanced kingdom commands her trusted warriors to go and find “Big John”. The warriors set off on their mission and arrive in South Africa where they are met with a series of hilarious misunderstandings and cultural nuances that include an opportunistic window washer, a perplexed traffic officer and a Xhosa-speaking man who doesn’t understand their Hollywood Xhosa. Ultimately proving that “BIG JOHN™ BEATS YA’HUNGA FOREVER”.

Our campaign was set to launch in November 2022, around the same time as Wakanda Forever. To highjack the hype surrounding the biggest movie of the year, we produced our own blockbuster and launched it across TV, cinema and social media the same day as the movie. The campaign was viewed more than 6.5 million times with 212 million people reached, 11000 comments and a 10.1% increase in sales in the first two months, all for 0 PR spend. All in all, it was the most talked about ad in South Africa in 2022.