The 'chicken dance' takes on a new meaning in Birds Eye's new TV ad for Reggae Reggae Chicken Chargrills. A spiced-up chicken's Jamaican dance causes a piece of plain chicken to put its back out as it copies the moves. The ad hits screens this week as part of a £1.4m spend on Chargrills. Birds Eye says its Simply Baked to Perfection range has generated £2m in sales since a TV campaign kicked off four weeks ago.