Travelers are greeted with boxes of chicken at baggage claim in Bojangles ad
Chicken & biscuits fast food joint Bojangles’ recently rolled hundreds of boxes of its chicken down a baggage carousel at the Charlotte airport to greet weary travelers with a surprise pick-me-up.
The stunt, which was filmed and is now running as a 30-second TV spot, is the cornerstone of the Charlotte-based chain’s latest campaign, ‘Random Acts of Bo.’ Created by Charlotte agency Boone Oakley, the goal of the campaign is to “remind consumers that Bojangles’ means good times” by surprising people with the brand’s chicken, biscuits and tea when they least expect it.
For the campaign, Bojangles’ also created a pop-up vending machine at a laundromat where people were served biscuits, chicken strips and rice bowls from a server who was hidden behind the machine. This past spring, Bojangles’ visited the University of North Carolina’s Charlotte campus during finals week to hand out more than 600 boxes of its Chicken Supremes to stressed-out college students. Both stunts were filmed and are running online, while the TV spot is airing on all major networks in local markets.
Bojangles’, which has more than 600 locations in 10 states including Mississippi, Florida and Pennsylvania, went public last year. According to Boone Oakley, which Bojangles’ tapped as its agency of record six years ago, the chain has gone from 460 restaurants at the beginning of 2010 to more than 680 locations today.
Earlier this year, Bojangles named multicultural agency AC&M as its agency of record for the US Hispanic market.