STRATEGY
MEDIA PLANNING (2025)
It’s the little things that satisfy us most - Chicken Licken®
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| Title: | It’s the little things that satisfy us most |
|---|---|
| Brand: | Chicken Licken® |
| Product: | Super Slider |
| Agency Name or Internal: | Juno Media |
| Production Company: | Romance Films / Cape Town |
| Brand Representative/Marketing Director: | Chantal Sombonos Van Tonder, Sonwabile Mkize, Kelly Bardon, Mpume Ngobese, Khuthala Gala Holten |
| Agency: | Juno Media |
| CCO: | Xolisa Dyeshana,Pepe Marais, |
| ECD: | Assaf Levy, Alexa Craner |
| Creative Director: | Alexa Craner,Michelle Mckenna, |
| Art Director: | Alexa Craner, Wendy Fredrikson, Michelle Mckenna, |
| Strategist: | Jodi Calvert |
| Business Unit Director: | Sonwabile Mkize, Kelly Bardon, Mpume Ngobese, Khuthala Gala Holten |
| Production House: | Romance Films / Cape Town |
| Post Production: | Chocolate Tribe (Online), Deliverance (Offline) |
| Media Agency Partner: | Joe Public |
| Executive Summary: | Super Sliders, Chicken Licken’s indulgent snack-sized burgers, faced a perception challenge: audiences loved the product, but did not view it as a substantial meal. Our task was to shift this perception – without changing the product, price, or packaging. While the TV campaign set the tone with the line “It’s the little things that satisfy us most”, digital media demanded faster, deeper impact. We couldn’t rely on slow storytelling. We had to deliver satisfaction instantly. That’s when we turned to ASMR – a content phenomenon that Gen Z finds inherently satisfying. Rather than interrupt their feeds, we embedded ourselves naturally into their consumption habits, delivering the emotion of satisfaction through the content experience itself. Our media strategy prioritised emotionally native formats. We created 10 bespoke ASMR 20” videos that simulated tiny, satisfying sensory moments across TikTok, YouTube, and Meta. Believing in the impact of the concept we put a substantial budget of R800 000 behind it. We achieved exceptional resonance: longer attention spans, record engagement rates, and low-cost completions. |
| Additional Credits: | Media Planner: Rene Fowler |
| Additional Credits: | Project Manager: Kelly Moses |
