While December in SA is holiday season, January is inevitably broke season. Earlier this year SA fried chicken fast-food chain, Chicken Licken, launched a campaign for its wallet-friendly EasyBucks meals, based on the idea of “everyone’s talking about it”. 

All elements in its integrated campaign — from the film to the extended online films, the interactive website to social engagement and tactical print — ensured that the entire country was talking about EasyBucks.

In the next instalment of the campaign, the concept takes a step further. Unique to SA is the fact that locals still call Chicken Licken’s biggest competitor Kentucky. So, they decided to get the home of this competitor talking too, by putting up an EasyBucks billboard in the last place you’d expect: Kentucky in the US. 


The price of R24 was converted into dollars, translating to a ridiculously low $1,60. And that certainly got Kentucky talking. The team filmed the locals’ reactions to the billboard, the low price and their eagerness to try Chicken Licken, to create an online film. 

Directed by Joe Public United film director, Katlego Baaitse, and produced by Burley Boys Productions, it’s a lovely, entertaining peek into the lives of salt-of-the-earth Kentuckians, and of course, a cheeky poke at the competition. The film is expected to get SA talking about EasyBucks yet again.

Watch the video below

This article was paid for by Joe Public United.

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