“Fool me once, shame on you; fool me twice, shame on me” is an old proverb.  “Fool me once, fool me twice, fool me chicken soup with rice” is from the “Zoës and Zeldas” of the American adult animated black comedy-drama series BoJack Horseman that aired on August 22, 2014. The “chicken soup with rice” variant immediately went viral.
   
The saying might have been inspired from the song “Chicken Soup with Rice,” from the musical Really Rosie (1975) with a book and lyrics by Maurice Sendak and music by Carole King, which opens with these lyrics;
 
“In January it’s so nice,
While slippin’ on the slidin’ ice
To sip hot chicken soup with rice
Sippin’ once, sippin’ twice
Sippin’ chicken soup with rice.”
 
There are two pre-2014 cites on Twitter. “Fool me chicken soup with rice” was posted on Twitter on October 31, 2011. “Fool me once, fool me twice, fool me chicken soup with rice” was posted on Twitter on September 26, 2012.
 
     
Wiktionary: fool me once, shame on you; fool me twice, shame on me
Proverb
fool me once, shame on you; fool me twice, shame on me
1. After being tricked once, one should learn from one’s mistakes and avoid being tricked in the same way again.
 
Wikipedia: BoJack Horseman
BoJack Horseman is an American adult animated black comedy-drama series created by Raphael Bob-Waksberg. The series stars Will Arnett as the title character, with a supporting cast including Amy Sedaris, Alison Brie, Paul F. Tompkins, and Aaron Paul. The series’ first season premiered on August 22, 2014, on Netflix, with a Christmas special premiering on December 19.
 
IMDb (The Internet Movie Database)
Zoës and Zeldas
TV-MA | 25min | Animation, Comedy, Drama | Episode aired 22 August 2014
Season 1 | Episode 4
Bojack mentors Todd in his upcoming career; meanwhile Diane’s ex-boyfriend writes an article about Mr. Peanutbutter for an online article.
Director: Amy Winfrey
Writers: Raphael Bob-Waksberg (creator), Peter Knight (as Peter A. Knight)
       
TV Tropes
Malaproper/Mixed Metaphor: This episode has three variations of the “Fool me once” saying.
Mister Peanutbutter: “Fool me once, shame on me. Fool me twice, fiddle-dee-dee.”
Virgil Van Cliff: “Fool me once, shame on you, but teach a man to fool me, and I’ll be fooled for the rest of my life.”
Todd: “Fool me once, fool me twice, fool me chicken soup with rice.”
 
Twitter
Cas Parto
@ckparto
Replying to @drawinsantos
@swisherschool fool me chicken soup with rice
3:35 PM - 31 Oct 2011
   
Twitter
J 😺E
@joethegran
Fool me once, fool me twice, fool me chicken soup with rice
4:37 PM - 26 Sep 2012
   
Twitter
#1 280 user
@TheOnlyJewbacca
Fool me once, fool me twice, fool me chicken soup with rice.
6:39 AM - 22 Aug 2014
 
Twitter
Caleb
@KaleGuts
Watch Bojack Horseman if you want to hear Aaron Paul say “Fool me once, fool me twice, fool me chicken soup with rice.”
6:41 PM - 22 Aug 2014 from Virginia, USA
   
YouTube
Fool me once…
tsunami2400
Published on Oct 18, 2014
“Zoës and Zeldas”
BoJack Horseman, Episode 1x04
 
Twitter
hairy fairy
@lunamoth_
fool me once, fool me twice, fool me chicken soup with rice.
12:07 AM - 21 Mar 2018