Chicken Licken® is one of South Africa's biggest fast food chains known for their epically quirky commercials.
Their Rock My Soul® meal has always been positioned as bringing one ‘inner peace’; the fulfilment and bliss you feel after eating it. While previous commercials focussed on one individual’s journey to find this inner peace, we wondered what would happen if we could take one South African’s quest to spread peace not just across the world, but even across time. Introducing Thato, an inadvertent hero who travels through time taking peace with him and changing history and the future for good.
For a brand as quirky as Chicken Licken®, it made complete sense that a four-digit order number on your till slip could represent a year and transport you through history and even to the future. Because although Chicken Licken® may have officially opened in 1981, it feels like they’ve been serving peace since forever.
The till slip concept rolled out into a social engagement competition of ‘Order Number Bingo’ where consumers had to tell us which year their till slip was taking them with each meal and what they would do to take peace there. Winners received a limited edition time travel survival kit.