Want incredible chicken? It starts with getting the seasoning right. The first step is non-negotiable: pat the chicken dry. This simple action is the secret to a crispy finish. Once that's done, a base layer of salt and pepper will bring out the chicken's natural flavour.

From there, you've got a choice: a dry rub for a seriously flavourful crust, or a wet marinade for deep, juicy tenderness. This guide will show you how to master both, transforming your everyday chicken into something truly special.

Building Your Foundation of Flavour

Before you reach for the fancy spice blends, getting a couple of basics right will completely transform your chicken game. We're not talking about complicated chef techniques here, just doing the simple things properly to create the perfect canvas for flavour.

First, dry your chicken. Grab some paper towels and pat down every single surface until it’s bone dry. This is how you get that golden, crispy skin everyone's after. If the skin is wet, it just steams, and your seasoning will turn into a sloppy mess instead of sticking to the meat.

Next, lay down your base layer. A generous, even sprinkle of salt and pepper does more than just add a bit of taste. The salt actually helps to draw out a little moisture and tenderises the meat. Think of it as prepping the chicken for whatever deliciousness you're about to add next.

This little guide helps you decide whether to go for a dry rub or a marinade, depending on how much time you've got.

As you can see, a dry rub is your best mate when you're short on time. But if you’ve got a few hours to spare, a marinade is perfect for letting those flavours really sink in.

Dry Rubs vs Wet Marinades

So, what's it going to be? A dry rub is a blend of spices, herbs, and sometimes sugar that you rub all over the surface. It’s absolutely perfect for creating a savoury crust on chicken you’re planning to roast, grill, or throw in the air fryer. Smokey Rebel rubs are crafted with authentic cultural flavours and no added crap, giving you a clean, bold taste in every bite.

A wet marinade, on the other hand, uses a liquid base—think oil, vinegar, or even yoghurt—to infuse flavour deep into the meat. The result is exceptionally juicy and tender chicken.

To help you decide, here's a quick rundown.

Dry Rub vs Wet Marinade Which Is Right for Your Chicken

This quick comparison should help you choose the best seasoning method based on your cooking style and what you're aiming for.

Ultimately, your choice comes down to the texture you want and the cooking method you’re using.

And if you really want to step things up, nothing beats fresh ingredients. You don't even need a garden – check out the easiest herbs to grow indoors for beginners to add a fresh-from-the-pot touch to any marinade or rub.

Mastering the Art of the Dry Rub

A proper dry rub is the secret weapon behind truly unforgettable BBQ and roasted chicken. It’s what creates that perfect, flavour-packed crust we’re all chasing. But it’s about more than just a quick sprinkle; the right technique ensures every single bite is an experience. The goal is to work that seasoning into every nook and cranny, leaving no part of the chicken untouched.

This hands-on approach is what separates good chicken from great chicken. It’s a method that’s taking over UK kitchens, especially as quality chicken becomes more widely available. In fact, UK chick placings grew by 4.6% year-on-year to 477.3 million between January and May 2025, which tells us a lot more households are looking for new ways to elevate their home cooking.

How to Apply a Dry Rub for Maximum Flavour

First things first, pat your chicken completely dry with a paper towel. Pop it in a large bowl or on a clean tray. Now, generously sprinkle your chosen rub all over the chicken. A good starting point is about one tablespoon per pound of meat.

Don’t be shy here—get your hands in there and really massage the rub into the meat. Make sure you cover the entire surface, getting it underneath the skin wherever you can. This direct contact is crucial for helping the spices stick and form that signature crust during cooking.

Pro Tip: Once you’ve applied the rub, let the chicken rest uncovered in the fridge for at least 30 minutes, or even up to a few hours. This is a simple form of dry brining. The salt in the rub draws out moisture, which then dissolves the spices, creating a concentrated flavour brine that gets reabsorbed right back into the meat.

This resting period is a total game-changer. It makes the chicken unbelievably succulent and ensures the flavour goes deep, rather than just sitting on the surface. To see how different rubs can transform your chicken, check out our full guide to the best BBQ rubs for chicken.

How to Season Chicken Thighs for the Air Fryer in 2 Minutes:

1. Take four chicken thighs and pat them bone dry.
2. Drizzle with a little olive oil to act as a binder.
3. Add two generous tablespoons of Smokey Rebel Sweet Honey Rub.
4. Toss everything together until the thighs are evenly coated.
5. Let them sit for just 15 minutes before air frying for a perfectly caramelised, crispy finish that’s ridiculously good.

Go Deeper with Marinades and Brines

While a dry rub gives you that phenomenal crust, sometimes you want flavour that runs right through the meat. This is where marinades and brines come in. They're your secret weapons for chicken that’s genuinely juicy and flavourful from the inside out. Forget just tasting good on the surface, these liquid solutions completely change the texture, guaranteeing every single bite is succulent.

So, what's the difference? A marinade usually has three key players: an acid (like citrus juice or vinegar) to tenderise, an oil to add moisture and carry flavours, and seasonings to do the heavy lifting. A brine, on the other hand, is a saltwater solution that uses osmosis to pull moisture deep into the chicken, making it unbelievably moist.

Crafting the Perfect Marinade

The real magic of a great marinade is how it tenderises and flavours at the same time. The acid gets to work breaking down tough muscle fibres, while the spices and herbs weave their way into the meat. It’s a technique you’ll find in cuisines all over the world, from fiery Caribbean jerk to rich West African stews, where marinating is the foundation for building proper, authentic flavour.

A simple, knockout marinade for chicken breasts is easy. Try this:

• The juice of one lemon
• Two tablespoons of olive oil
• A teaspoon of dried oregano
• A few cloves of freshly crushed garlic
• A good pinch of salt and pepper

Let the chicken sit in that for at least 30 minutes. If you're working with thicker cuts like thighs or a whole bird, you can leave it to marinate overnight to really let those flavours sink in.

Want a proper cultural kick? Try a Chipotle marinade. Just whisk together some olive oil, lemon juice, and a generous shake of our Smokey Rebel Chipotle Cowboy Rub. It’s made with real ingredients and no added crap, so you get a clean, vibrant heat that’s perfect for the grill or the oven.

Marinating doesn't need to be a huge production. Even a quick soak gives you a serious flavour boost, turning a standard chicken dinner into something special. Just a heads-up: don't over-marinate with anything too acidic, or you might find the texture of the chicken goes a bit mushy.

Matching Your Seasoning to Your Cooking Method

The secret to perfectly seasoned chicken isn’t just about what rub you use, but how you cook it.

You see, different cooking methods need completely different seasoning strategies to get the best results. A rub that’s phenomenal on a low-and-slow smoker might just burn to a bitter crisp on a screaming-hot grill.

Think of it this way: high, direct heat from pan-searing or grilling is brutal on seasonings with a lot of sugar. The sugar will caramelise way too fast and burn long before the chicken is cooked through. For these methods, you'll want to stick to herb- and spice-forward blends.

On the flip side, low-and-slow cooking, like smoking or using a slow-cooker is where sugar-based rubs truly shine. The gentle heat gives the sugar time to melt and form a beautiful, sticky bark without scorching. That's the key to classic barbecue flavour.

Grilling and BBQ

For that authentic BBQ experience, especially if you're making pulled chicken, layering your flavours is non-negotiable.

Start with a binder, a thin layer of mustard or even hot sauce works wonders, to help the rub stick properly. Then, go in with a generous coating of a bold, balanced seasoning like our Carolina BBQ Rub. The binder and rub work together to create an incredible crust.

If you really want to master this, our detailed guide on how to BBQ chicken is packed with tips that guarantee juicy results every single time.

Roasting and Air Frying

When you're roasting or air frying, the game is all about crispy skin and deep flavour. High heat can be tough on delicate herbs, so it’s best to use dried herbs or robust spices that can handle the temperature.

A light coating of oil before adding the seasoning is a crucial step here. It helps conduct heat evenly and makes sure the skin gets exceptionally crispy.

The UK's love for varied seasonings often lines up with just how much poultry we eat. UK government statistics showed broiler chick placings were stable at 97.3 million in July 2025. That’s a steady supply for home cooks to keep experimenting with different flavours.

Pan-Searing and Slow-Cooking

For a quick pan-sear, simple is often best. A fine-grain rub will stick well and create a gorgeous crust without the risk of burning. Our Smokey Rebel SPG is perfect for this, delivering classic salt, pepper, and garlic flavour that enhances the meat without overpowering it.

Slow-cooking, in contrast, is incredibly forgiving. Since there’s no direct, intense heat, you can pretty much use any seasoning blend you like. The long cooking time allows all those complex flavours to meld together beautifully.

Once your chicken is perfectly seasoned, understanding how to use olive oil in cooking for better flavor is the next step to achieving a truly delicious meal.

Common Seasoning Mistakes to Avoid

We’ve all been there. You do everything right, but the final dish just falls a bit flat. When it comes to seasoning chicken, a few small slip-ups can be the difference between a good meal and a truly unforgettable one. Simple errors can lead to dry meat, bitter flavours, or patchy seasoning, but they're all easily fixed once you know what to look for.

One of the biggest culprits? Salting at the wrong time. Chucking salt on just moments before cooking actually draws moisture to the surface. When that chicken hits the pan, it steams instead of searing, and you lose that beautiful crispy skin. The fix is to either salt well in advance (at least 30-40 minutes) to let it work as a dry brine, or season it literally seconds before it hits the heat.

Another classic misstep is adding delicate herbs too early. Fresh parsley or dried oregano just can't handle intense, prolonged heat. They burn fast and turn bitter, ruining the flavour profile you were going for. Save them for the last few minutes of cooking, or better yet, sprinkle them over right at the end.

Getting That Flavour Even

There's nothing more disappointing than a bite of bland chicken followed by a clump of pure seasoning. If your rub is sticking in one spot, it's almost always because the chicken skin wasn't dry enough. Patting the surface with paper towels is a non-negotiable first step.

• Use a binder. A very light coating of oil, or even a thin layer of mustard, gives the rub something to grab onto, ensuring it sticks evenly across the entire surface.
• Season from a height. Don't be shy. Sprinkling your rub from about 12 inches above the chicken lets the particles separate and fall like a light dusting, giving you a much more even coat.

Once you nail these simple techniques, you’ll have the confidence to get creative with bold new flavours without worrying about the results. It’s all about building a reliable method that delivers consistently delicious chicken every single time.

This focus on getting home cooking right is part of a bigger picture. The UK chicken market is set to grow right through 2033, and a big reason for that is more and more of us are exploring new ways to prepare and season it at home. You can learn more about UK chicken market growth on renub.com.

FAQs: Your Chicken Seasoning Questions Answered

We get a lot of questions about the dos and don'ts of seasoning chicken. So, we've put together some straight answers to help you nail the flavour every single time, whether you're grilling, roasting, or just cooking up a quick weeknight meal.

How Long Should You Let Seasoning Sit on Chicken Before Cooking?

For a dry rub, even 15-30 minutes makes a difference. In that short time, the salt starts drawing out moisture, creating a concentrated paste that sticks right to the meat and locks in the flavour. If you have more time, letting it sit uncovered in the fridge for a few hours (or even overnight) is a game-changer. This is basically dry-brining, and it’s the secret to ridiculously succulent chicken. For wet marinades, aim for at least 30 minutes for small cuts like chicken strips. For a whole bird, you can go up to 24 hours.

Should You Season Chicken with Oil First?

Absolutely. A light coat of oil is one of the best tricks in the book. It acts like a glue for your dry rub, helping it stick properly and cover the chicken evenly. It’s a simple step that guarantees a better, more flavourful crust. Plus, the oil is your best friend when it comes to getting that crispy, golden-brown skin.

Can You Put Dry Rub on Wet Chicken?

Please don't. Before you even reach for the seasoning, pat your chicken completely dry with paper towels. Applying a rub to wet chicken just creates steam. Instead of that beautiful, crispy crust you’re after, you’ll end up with a gummy, pasty coating. Taking 30 seconds to pat the chicken dry is non-negotiable for getting perfectly seasoned chicken.

What Is the Best BBQ Seasoning for Chicken?

The best seasoning depends on your cooking method. For low-and-slow BBQ pulled chicken, a sugar-based rub like our Cherry Force BBQ Rub creates a beautiful sticky bark. For high-heat grilling, a versatile, balanced rub like our Chicken & Ribs Rub is perfect, delivering big flavour without burning.

Ready to create your own flavour masterpiece? Explore the full range of authentic, no-crap BBQ rubs and seasonings at Smokey Rebel and find your new favourite today.

Check out our full collection.