Marketer Spotlight: Behind the Craft with Chantal Sombonos-Van Tonder
Most commercial directors in the country salivate at the idea of getting their hands on a Chicken Licken script because they know they’ll get to play in a world where uniquely South African storytelling, humour, and craft come first. Chicken Licken ads have become creative benchmarks in our industry. And leading the charge is CEO and Head of Marketing Chantal Sombonos–Van Tonder, who runs one of South Africa’s most iconic fast food brands with instinct, guts, and a deep love for storytelling.
Chicken Licken’s advertising legacy is one that stretches back decades, from its earliest ads with the unforgettable Joe Mafela and the jingle “S’good, good, good. S’good, it’s nice”, to today’s award-winning campaigns that keep raising the bar for craft.
Having grown up in the business that her father, George Sombonos, built from scratch, Chantal joined Chicken Licken in 2001. Under her leadership, alongside the creative team at Joe Public, each new campaign feels like a cultural event, pushing the craft and staying unmistakably South African.
We caught up with Chantal to talk legacy, craft, and what it takes to keep a beloved local brand not just alive, but flying. Here’s 5 minutes with Chantal Sombonos–Van Tonder.
‘Chantal has integrity, and is forthright in her views.
She has a strong marketing intuition which she backs with business acumen that speaks for itself.
I highly respect her as an entrepreneur and leader.’
– Dr Pepe Marais, Co-Founder and Group Chief Creative Officer Joe Public
Q: Your father, George Sombonos, founded Chicken Licken and built it into an iconic brand, and you’ve since taken the reins, keeping it a proudly family-run business. Can you share a bit about your journey of growing up around the brand and stepping into your role as CEO and head of marketing?
Chantal: Chicken Licken has been a part of my life since I was in primary school, so being at the helm is very significant. Taking over the reins from my father, who poured his heart and soul into building this brand, comes with a great sense of responsibility. However, I feel very fortunate to have grown up alongside Chicken Licken, learning firsthand from him on how the business operates. It gave me immense respect for everything my father accomplished and the strong foundation he built.
What is important to me is continuing that legacy of hard work and the core values my father instilled in the business. I truly believe in staying true to my gut instincts. While we’re always looking towards the future and exploring new avenues for Chicken Licken, my primary focus is on honouring his vision and the incredible brand he created.
Chicken Licken isn’t just a business to me; it’s a part of my life, and my passion for it runs just as deep as my father’s. He once told me that if you truly believe in something, you should be willing to die for it, and that’s a sentiment that really resonates with me every day, in this role.
Q: Chicken Licken’s ads are known for their impeccable craft and attention to detail. How important is craft to you personally, and how do you ensure that level of quality in every piece of communication?
Chantal: I feel that craft is an essential part of true creativity. They go hand in hand. As a brand we strive to do everything with passion and excellence, to deliver commercials and advertising for our consumers that create an emotional response. My agency, Joe Public, shares this passion and always pushes to have the best production partners who value the brand just as much as we do, and bring their best to elevate our ideas in execution.
Q: Chicken is a category in South African advertising! And one of the most competitive. Having grown up in the business, how do you see this competition, and how does it challenge or excite you as a marketer and leader?
Chantal: You know, it’s been quite a journey watching the chicken advertising in South Africa become so dynamic. For us, the focus has always been less about what everyone else is doing and more about constantly pushing ourselves to be better. We’ve set a really high bar, for ourselves, for the quality of our product and our marketing, and that’s what truly drives us all.
Q: Chicken Licken’s ads are known for their bold storytelling and unique humour. Looking at ads like ‘Piki Piki Mabelane’, ‘Waste Paper Basket’, ‘Claw’, ‘Quiz Show’, and ‘Dave Legs of Thunder Mgijimi’, as well as more recently ‘Boneless Bites of Soul’, (all work that was highly awarded for their craft in IDIDTHAT’s Craft Awards) what stands out to you about this work, and why is it particularly special for the brand?
Chantal: Every one of those pieces are special in their own right. All based on a true consumer insight, but also relatable to our audience. Seeing all of these pieces being so well received by South Africans and the advertising industry for their craft is always special. Ultimately, that’s the kind of impact we’re striving for – when people remember a funny or impactful advert, and it’s one of ours, that tells us we’re connecting with our audience in a meaningful way.
Joe Public CCO Pepe Marais on working with Chantal…
Dr Pepe Marais is the founding partner and Group Chief Creative Officer of brand and communications group Joe Public. He lives for creativity that deeply connects with people. Here’s what he said on his experience working with Chantal.
“Over the span of my career, I have not often had the privilege to work directly with the owner of a brand. In the case of our relationship with Chantal, and her Chicken Licken brand, it has been a game changer. Because when it comes to Chantal’s marketing investment, it is her money. And since 80% of marketing cost is spent on media, Chantal is clear that she wants her media to be filled with work that reflects the standard that she has set for her own product.
To this end, Chantal expects our best as her agency. And to get this, she has put the responsibility on us to deliver the level of work that is required to build on what has taken decades to establish. A responsibility we don’t take lightly. Chantal trusts us and gives us the highest level of autonomy. Based on the level of trust she puts in us, we understand that when she does raise a flag, there is bound to be an issue that should not be taken lightly. In these instances over the years, we have responded with speed and sincere effort, ensuring that her trust in us stays intact.
Chantal has integrity, and is forthright in her views. She has a strong marketing intuition which she backs with business acumen that speaks for itself. I highly respect her as an entrepreneur and leader.”
Watch the Work
Chicken Licken ‘Dave ‘Legs of Thunder’ Mgijimi’ was awarded IDIDTHAT’s Best in Craft in April 2024 by TBWA Hunt Lascaris’ creative director, Juliet Honey and FirstPencil’s director, Justine Puren-Calverley.
What the judges had to say about the work…
IDIDTHAT Judge’s comment: Juliet Honey, Creative Director at TBWA\ Hunt Lascaris
“I was sucked into the story right from the start, meeting our hero and then being rewarded along the way with some excellently dumb jokes (‘finishing the treadmill’ being my personal favourite). The larger-than-life story and proud narration held the commercial together and the messaging was clear. When you don’t stand a chance, give them Chicken Licken. All in all, a feel-good piece, beautifully crafted and I can feel how much fun was had on set and in the edit suite. Editing, grade and music all elevated the craft to make Mr Mgijimi so memorable. Well done to everyone involved.”
IDIDTHAT Judge’s comment: Justine Puren-Calverley, Director at FirstPencil
“April was a killer month for commercials. The sheer scope of tones, genres, and styles was overwhelming, and the level of craft was incredibly inspiring. So many of these pieces felt like the “grand old ads of yore”. They are a joy to watch. Ultimately, however, it all came down to the Barbenheimer of the South African industry – KFC vs Chicken Licken. The scale of the works is SO big and the craft that went into both pieces is so remarkable that it’s a pretty impossible choice. But here goes:
Direction: Peter Pohorsky
‘I have always loved Peter’s work; his approach to comedy shines through in this hilariously absurd piece. You can feel the amount of brainstorming that went into these scenes. Every shot and every detail is geared towards strengthening the joke.’
Editing: Xander Vander
‘Xander builds a comedy sequence that just keeps on increasing in absurdity and hilarity. Two minutes fly by.’
Original Music: Pressure Cooker
‘The old-school feel of this track works a treat and has so much comedy already built into it. So unexpected. So funny.'”
Watch the Work
Chicken Licken ‘Waste Paper Basket’, ‘Claw’ and ‘Quiz Show’ was awarded an IDIDTHAT Craft Mention in October 2024 by Ogilvy South Africa’s creative director Sibs Zihle. The commercials were awarded in the category Direction to director Greg Gray from Romance Films.
What the judges had to say about the work…
IDIDTHAT Judge’s comment: Sibs Zihle, Creative Director at Ogilvy South Africa
“Everything about this campaign is about the little things, all adding up to a beautifully crafted piece. The idea is so nice and simple and the craft, from the performances, to the editing and the choice of music, all works together nicely to serve the idea and elevate the humour.”
Watch the Work
Chicken Licken ‘Piki Piki Mabelane’ was awarded IDIDTHAT’s Best in Craft in November 2024 by Tessa Ford, owner & editor of Tessa Ford Post. The commercial was awarded in the category Direction to director Karien Cherry from Giant Films.
What the judges had to say about the work…
IDIDTHAT Judge’s comment: Tessa Ford, Owner & Editor at Tessa Ford Post
“Karien’s natural talent for storytelling comes alive in this performance. With her unique blend of experience, skill, and insight, she delivers a seamless and captivating narrative that feels incredibly relatable. The character she’s crafted is rich with layers and depth, making us feel every emotion—because who hasn’t been there? This is a fresh twist on the classic Chicken Licken humour, and I love it!”
Watch the Work
Chicken Licken ‘Boneless Bites of Soul’ was awarded IDIDTHAT’s Best in Craft in February 2025 by creative partner at Ogilvy South Africa, Alex Goldberg and Bioscope Films’ director Fausto Becatti. The commercial was awarded in the category Direction to director Greg Gray from Romance Films and Editing Craft to editor, Ricky Boyd from Deliverance.
What the judges had to say about the work…
IDIDTHAT Judge’s comment: Alex Goldberg, Creative Partner at Ogilvy South Africa
“This piece has got that Greg Gray touch to it. Production value, casting, dramatic performances, camera language (love the dog paws) and charming touches with the classic cartoon, all come together nicely to tell this story. It’s a well-rounded, considered piece that tickles the funny bone. There’s a lot of love that goes into the work from the lovely people at Romance. Very on brand for Mr Gray and his team.”
IDIDTHAT Judge’s comment: Fausto Becatti, Director at Bioscope Films
“There’s no doubt Greg knows how to bring nuanced craft to his work. This Chicken Licken spot is no different: he weaves the idea through in all the little details, crafting the story in tight beats of timing. Shout-out to Ricky Boyd for a solid edit. I enjoyed the build, and suspense, as well as the rich characters and performances in this piece. Lastly, the way the final title sits so beautifully in the frame didn’t go unnoticed. That’s the craft. It’s got the meat, AND the bones. Well done.”
