News

BooneOakley launches first campaign for Bojangles'

July 12, 2010

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.