Shelf Life: Joe Public’s soul journey with Chicken Licken
Cheryl Hunter (shelflife at marklives.com)’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!
- Chicken Licken’s new soul tale
- Online success for Dial-A-Bed
- Fry’s new superfood breakfast
Chicken Licken continues looking for inner peace
Renowned for its Rock My Soul offering, Chicken Licken has launched its new integrated campaign, an entertaining road-trip parody of an archaeologist and a 6000-year-old Egyptian pharaoh — just some quirky little soul-searching from brand and communications agency, Joe Public United.
Joe Public United paired up with director Dean Blumberg of Bouffant to create the spot, “Archie and the pharaoh”, filmed both locally and internationally from Cairo to Jozi. Says Roanna Williams, Joe Public creative director, “By teaming up with a talented director, we were able to create a delightful adventure with visually rich locations and styling that make it so memorable. It felt like we were producing a feature film.”
The story begins near the Great Pyramid of Giza and centres on archaeologist “Archie”, whose excavations wake the ancient Egyptian pharaoh “Hor-Aha”. Archie, now under the threat of the pharaoh’s curse, assures him that he knows where he may find inner peace again and the two set off on an epic journey that takes them through Cairo, Sudan, Kenya and Tanzania. When they reach their final destination, Johannesburg, Archie takes Hor-Aha into a Chicken Licken store and offers him the new Rock My Soul 3 Straight meal. After the pharoah’s first bite, his restless soul is instantly satisfied and he returns to his tomb, taking the rest of his Soul Food meal with him.
The campaign, which includes TV, digital advertising, social media, microsite, cinema and print, has the pharaoh’s rest again being disturbed by people visiting his tomb online at www.rockmysoul.co.za to return the pharaoh to his eternal slumber through an interactive microsite/digital game where users match hieroglyphic symbols to play out various scenes.
The online game was created by Connect Joe Public and will go live on 9 June 2017, together with a two-minute cinema commercial, capitalising tactically on the launch of The Mummy at cinemas nationwide.
According to Amber Mackeurtan, group account director at Joe Public, a trusting client which allows an agency to deliver on creative excellence is a sure-fire way to ensure that the team constantly strives to produce great work that creates talkability. And that’s what the latest campaign is sure to do.
Dabs, boots, and beds
Boosting the awareness of the joy and satisfaction that a good bed offers, together with a sense of fun and consumer engagement, has been the hallmarks of the recent Dial-a-Bed campaigns.
Three campaigns, conceptualised by digital specialists CBR Marketing Solutions, resulted in an increase in monthly engagement on social media from an average 149 at a rate of 0.036% to a monthly engagement average of 7 700 at a rate of 2.2%. The average monthly reach in 2016 was 471, and is now achieving 265 849.
Both “DAB with DAB” (which invited people to post pictures of themselves doing hip-hop dab dance move on their beds) and #DialABoot (where people were invited to upload an image of themselves sleeping in the boot of a stationary car) used a lighter touch, focusing on the human element to increase awareness.
According to Amy Sharman, CBR account manager, the aim was to increase awareness among the broad target market of bed users, positioning Dial-A-Bed as the ‘easy-to-use’ bed and bedroom accessories retailer of choice: “We make extensive use of stats and data when developing our campaigns, as well as the latest trends and creative ideas, and we were delighted with the enthusiastic participation the campaigns attracted.”
The CBR team used social media advertising, competition posts, carousel and canvas ads to promote the various campaigns.
Wake up with kasha
As the “free-from” food category steadily grows, family-run food producer, The Fry Family Food Co, is launching what it claims is South Africa’s first plant-based, gluten-free breakfast cereal — Kasha.
Tammy Fry, international marketing director for the company, says: “Thanks to healthy [sic] conscious consumers and a company passionate about all things natural, it made sense for us to tap into this growing trend with the launch of a high-protein, gluten-free breakfast option and instant smoothie.”
Fry’s Kasha is described as a versatile protein-packed breakfast cereal, instant shake or snacking option available in Cacao or Vanilla with Chia Seed and made using moringa, cinnamon and chia seeds to boost the metabolism, improve digestion, and include antioxidants.
Fry’s Kasha will be sold in all major retailers from June 2017.
Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.