South Africa, April 30 -- In a market flooded by predictable chicken nugget campaigns, Chicken Licken cut through the coop by uncovering a unique and comically obvious insight that challenges how consumers see their nuggets, aka SoulBites(R). A small percentage of the population has a fear of bones, and it so happens that SoulBites, as nuggets, are boneless - thus the campaign idea was born. "SoulBites, Boneless Bites of Soul, for the few who fear bones.and everyone else."

The campaign launched with a film that focused on the plights of the bone-phobic few. It showed South Africans from different walks of life, coming together and sharing their harrowing, yet humorous, bone encounters. From a mother terrified of skeleton costumes during ...