If one word described this year’s Loeries awards for creativity it would be chicken. Three competing poultry brands in the highly competitive fast-food space won four out of eight Grand Prix awards.

Said one creative director: "Other brands could take a lesson from this category that allows its agencies creative latitude and flexibility while staying strategically on message."

Nando’s won two Grand Prix awards for the redesign of its global identity and a second for design work in the SA market. KFC won its accolade for a campaign called "The Everyman Meal" and a fourth went to Chicken Licken’s Kung Fu campaign .

Other Grand Prix awards went to Kenya-based Tusker Lager, Channel O, the Saudi Telecom Company and Ster-Kinekor.

Loeries organisers will be pleased that two of the big awards went to brands in East Africa and the Middle East as there has long been a push to make the competition bigger than the SA market. This year 316 awards, selected from 3,112 entries from 22 countries across the Africa-Middle East region, were handed out over two nights.

Jury president Laura Jordan-Bambach, creative partner at Mr President London, said: "We have seen beautiful work that has the spirit of a very modern Africa and the broader region and very different to what you see elsewhere.

"It doesn’t feel like it was made in London or New York."

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