Culture Craze
Chicken Licken Wins Advertising Battle as KFC’s ‘All Star Box’ Ad Gets Pulled
When Parody Crosses the Line
In South Africa’s long-running battle of the fried chicken giants, the latest round has gone to Chicken Licken. The Advertising Regulatory Board (ARB) has officially ordered KFC to pull its “All Star Box” advert after finding that it too closely resembled the quirky characters made famous in Chicken Licken’s own campaigns.
The ARB ruling marked another memorable twist in what fans have dubbed the country’s “chicken wars,” a friendly but fierce competition for both taste buds and brand loyalty.
Meet the Icons at the Centre of It All
Chicken Licken’s advertising universe has become something of a pop culture phenomenon in its own right. The company’s beloved characters, science teacher Sbu and athlete David “Legs of Thunder” Mgijimi, are instantly recognisable to South Africans. They’re more than mascots; they embody the brand’s humour, identity, and proudly local storytelling style that fans have grown to love.
So, when KFC’s “All Star Box” advert appeared to echo the look and feel of those characters, Chicken Licken cried foul.
What Sparked the Dispute
The ad in question, released in May 2025, follows a protagonist enjoying a KFC All Star Box meal before two characters appear, echoing his enthusiasm with the lines “I’ll have what he’s having” and “Me too.” A staff member then cheekily asks, “Done being salty?”
Chicken Licken argued that these “clone” characters strongly mirrored their own Sbu and Legs of Thunder, suggesting KFC’s campaign had borrowed more than just inspiration. The company filed a formal complaint with the ARB, claiming the imitation diluted its creative equity.
KFC, on the other hand, defended the campaign, saying it was simply a parody, a harmless nod to South Africa’s fast-food culture, and that “salty” referred to being resentful, not to the food itself.
The Verdict: Too Close for Comfort
After reviewing both ads, the Advertising Regulatory Board sided with Chicken Licken. The ruling found that KFC’s characters were “clearly recognisable” as resembling Sbu and Legs of Thunder and that the ad went beyond parody. By borrowing from Chicken Licken’s established creative identity, the ARB concluded, KFC’s campaign risked unfairly benefiting from another brand’s originality and goodwill.
KFC has been instructed to withdraw the advert from all platforms.
The Real Winner: The Audience
While the ad may have been pulled, the public buzz has been undeniable. Fans took to social media to share memes and reactions, with some playfully declaring that “the chicken wars are back on.” Others praised both brands for keeping advertising entertaining and uniquely South African.
In a market crowded with international giants, it’s telling that a homegrown brand like Chicken Licken continues to shape the national conversation, not only through its crispy wings but also through clever, culturally tuned storytelling.
For once, this isn’t about who makes the best meal, but who serves the best narrative.
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Source: IOL
Featured Image: Foodie Mag – Foodie
