Thinking Outside the (Big Bo') Box

At a time when consumers want more for less, real not fake, brands they can trust and quality above all else, how do you Unthink the way you engage with them? How do you get them to relook at a brand that will keep them returning time and time again?

For those in the South, Bojangles is an all-American staple - famous for its Chicken ‘n Biscuits. But, despite a cult following and Southern flavors desired all over the country, the brand didn’t always get the recognition they deserved. Their commitment to serving up delicious, authentic, made-from-scratch meals, was not at the forefront of consumers minds. 

At EP+Co, reimagining established brands is our sweet spot. Nothing excites us more than a new opportunity to deploy all of our capabilities to tell the brands’ truth in fresh, new ways.

When we started to think about how to re-light the fuse on the Bojangles brand, we knew we had to show America EXACTLY what it takes to make things RIGHT. There isn't a single microwave in a Bojangles kitchen. We had to expose that truth. We wanted to show the consumer exactly just how scratch-made this menu and brand is... and we had do it in a way that feels as bold and authentic as their fried chicken.

When we had a vision how to rev up Bojangles brand, they listened. They humored our crazy idea. They came along for the ride with us, and ‘Tick Tick Boom’ (a new brand spot) is the result. Featuring a new tone, new music, a new chicken mnemonic we lovingly call a B’gock!, and new a partnership with Dale Earnhardt Jr. as the inaugural voice of “It’s Bo Time”. 

Check Out the Work Here : https://www.epandcompany.com/work/bojangles-ticktickboom

Partially filmed pre-COVID (does anyone even remember that time? Us neither), we didn’t let a little ol’ pandemic put us off our stride. We pivoted, refined our scripts, used our in-house production facility and V3 virtual technology to bring this film to life. We even sent Dale a special little microphone to make his Bo Time sound as sweet as Bojangles’ tea.