Bojangles: Brand Relaunch with Dale Jr.

Bojangles had long been known for its southern flavors, but they had yet to receive the credit they deserve for their devotion to serving up delicious, authentic, made-from-scratch meals for their beloved fans and consumers alike. Enter EP+Co with a strategy-driven relaunch, focused on communicating a modern re-commitment to who they’ve always been, and earning them credit where credit is due. The resulting work is anchored in Bojangles' core attributes of doing things right, making things better and going big while they're at it — because food should be both fun and flavorful.
The brand relaunch reached across all media, and included a partnership with Dale Earnhardt Jr. as the inaugural voice of “It’s Bo Time” along with new brand visuals, tone, music and mnemonic, all debuting in the ad titled “Tick Tick Boom.”

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Kat Shafer

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