Marketing

Bojangles drops apostrophe, Dale Earnhardt Jr becomes spokesperson

Logo: Provided

August 3, 2020

Bojangles brand relaunch is skidding into homes via a new advertising campaign that prominently features the chain's first celebrity spokesperson, Nascar legend Dale Earnhardt Jr., along with a modernized logo and lots of chicken-and-biscuit-making images emphasizing home cooking.

From brand-provided video

The rebrand included new food packaging and in-store visuals focused on Southern food and hospitality, a news release said. Earnhardt's presence in the advertising kicks off a relationship between the brand and the 26-time NASCAR Cup Series winner, who will also feature the brand on his social accounts and other digital platforms.

"Bojangles and I go way back, including sharing Carolina roots. We're even about the same age. …" Earnhardt said in the release. "I think the two of us make a great pair. That's why I'm proud to say 'It's Bo Time!'"

The refreshed logo bids farewell to the apostrophe at the end of the company name and features a wavy shape and strong association with the color red. Aside from packaging, the refresh included updated menu boards and team uniforms.

"We recognize we are living in difficult times," CMO Jackie Woodward said in the release. "However, we also know food has the power to bring people together, and we believe the time is right to introduce our fans to a modern Bojangles that provides delicious Southern meals for the whole family at a great value."

The Charlotte, North Carolina-based brand has 750 restaurants in 11 states.