Chicken Licken

Cure The Craving

Agency: Joe Public

Chicken Licken - Cure The Craving


Chicken Licken® Hotwings® have become a national addiction for Mzansi. The craving for these spicy wings has become a cause for concern. That's why Chicken Licken® has launched #CureTheCraving, a campaign by Joe Public depicting the extent to which one would go to satisfy their Hotwings® craving.

To execute their cheeky big idea for the campaign, Joe Public had to create a fitting and memorable character who would embody Chicken Licken's tongue-in-cheek flair. The result was Dr.Dokta, a self-proclaimed "craving specialist" who uses unconventional and sometimes controversial methods to cure the Hotwings® craving, such as the Notwings Meditation, the Teabag Hypnosis, the NoFire Drops, and the infamous Rekere Method. The campaign now centres around this new character, bringing his unique methods to life.

Patriot's Anton Visser directed the TVC, featuring the famous Dr. Dokta as a special guest on a TV show, which hints at the scale of his popularity and the nation's curious interest in his mission. The TVC follows Dr. Dokta as he helps South Africans from all walks of life, including the President, curb their craving, often reciting his infamous slogan: SAY NOT TO WINGS. However, at the end of the TVC, it is revealed that Dr. Dokta's true intention is to keep Chicken Licken Hotwings® all to himself by "curing" South Africans of their Hotwings® craving. The plot twist confirms what all South Africans already know: when the craving’s got you, it’s got you.
To assist Dr. Dokta in achieving his mission, the integrated campaign includes a range of additional elements. To start with, Dr. Dokta has an X (formerly know as Twitter) page where he reaches out to users through spam tweets whenever they tweet about their Hotwings® craving, offering his services. Furthermore, his ads can be found in the classified sections of three newspapers. Additionally, he has a website, ( that hosts his method videos, testimonials, his products (which are always sold out) and so much more. Lastly, Dr. Dokta has also created a Cure the Craving Hotline, where desperate consumers can call him on 0875376040 to have their craving cured. These various elements work together to support Dr.Dokta's mission and provide a range of ways for people to connect with him and access his services.

When asked about the campaign Xolisa Dyeshana, Chief Creative Officer at Joe Public, says, "Dr. Dokta’s extreme measures to keep Chicken Licken® Hotwings® all to himself is inspired by a simple South African truth - that when the craving’s got you, it’s got you. The #CureTheCraving campaign is a noble move by our Chicken Licken client - a testament to what happens when creativity meets bravery.”

This professional campaign titled 'Cure The Craving' was published in South Africa in November, 2023. It was created for the brand: Chicken Licken, by ad agency: Joe Public. This Integrated medium campaign is related to the Food industry and contains 1 media asset. It was submitted 5 months ago by Whitlock: Deborah of Joe Public.


Hotwings Credits:


Brand: Chicken Licken
Client: Chantal Sombonos van Tonder
Agency: Joe Public
Group Integrated Chief Creative Officer: Pepe Marais
Integrated Chief Creative Officer: Xolisa Dyeshana
Integrated Executive Creative Director: Assaf Levy
Integrated Creative Director: Gareth O'Callaghan
Integrated Art Director: Joey Gordon
Integrated Copy Writer: Letlhogonolo Swaratlhe
Jnr Motion Graphic Designer: Janneke Van Zyl
Brand Designer: Lucinda Jordaan
Integrated Group Account Director: Kelly Bardon
Integrated Account Manager: Sonwabile Mkize
Social Media Manager: Kamohelo Moeti
Agency Producer: Di Cole
Media: Juno


Director: Anton Visser
Executive Producer: Zayd Halim
Senior Producer: Deenan Naidoo
Line Producer: Peta Sacke
Production Manager: Nomtha Dano
Cast Co-ordinator: David Williams
Creative Research: Anna Mostert


1st AD: Graham Hickson
DOP: Werner Maritz
Focus Puller: Reg Maritz
Drone Operators: FC Hamman Drones
Art Director: Gerhard van Zyl
Wardrobe Stylists: Amy Zama & Nadia Omar
Gaffer: Dave Howe
Key Grip: Thomas Wahl
Hair & Make-Up: Tammi Mbambo
Unit Manager: Douglas Machogo
BTS Photographer: Andile Phewa


Post Production: Deliverance Post
Offline Editor: Kobus Loots
Post Producer: Paula Raphael
Colourist: Terry Simpson
Online: Marco Raposo de Barbosa
Music: Pressure Cooker
Audio & Final Mix: Sterling Sound


Castings: Grays Castings


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