Bojangles' Restaurants is combining old with the new in the first campaign created by its new by advertising agency BooneOakley. The campaign draws on old TV footage from long-forgotten episodes to illustrate its new slogan, "It's Bo Time."
The new advertising features a cop, a cowboy and a would-be fiancé who each hears his stomach growl and then drops everything to race to Bojangles'.
The three 30-second TV spots feature a highway arrest, a very pregnant frontier mom and a proposal, each interrupted by a rumbling belly and the campaign's signature announcement, "It's Bo Time." The ensuing trips to Bojangles' feature stock footage chase scenes pulled from long-go-canceled TV series and then green screened over. They include such out-of-place elements as a six-shooting mama, a screaming mime and a soggy engagement party. (View video below.)
The campaign targets a broad, 18–to-64-year-old audience and aims to build desire for Bojangles' famous seasoned chicken, made-from-scratch biscuits and legendary iced tea.
The summer/fall media buy, on broadcast plus Time Warner cable networks, is comprised of news, sports and features, including Big Brother, MLB All-Star Game and America’s Got Talent, as well as local NFL. Additional support advertising includes two TV 15-second spots, four radio 30-second spots, in-store signage and outdoor billboards.
Charlotte, N.C.-based Bojangles' Restaurants Inc., has 299 franchised and 166 company-operated locations in 11 southeastern states from Mississippi to Florida and north to Pennsylvania. In March, Bojangles' kicked off a statewide 100-store tour in South Carolina celebrating more than 30 years in the QSR industry.
