Industry News | March 29, 2012

Bojangles' Hires Chicken Cops for Ad Campaign

A breaking TV, radio, online, outdoor, and point-of-sale campaign for Bojangles’ Restaurants introduces new spokes-characters for the Southeastern chicken and biscuit chain. The campaign is by advertising agency BooneOakley of Charlotte, North Carolina.  

The “Chicken Cops,” Detectives Roadcross and Otherside, are the Enforcers of Excellence, “Here to Protect What’s Served.” In the nick of time, they burst in on those ill-advised young consumers about to eat inferior chicken, flash their Chicken Cop badges, and bark what Bojangles’ intends as a new Southern catchphrase, “Chicken Cops. Don’t Move.”

“It’s Bo Time,” introduced in 2010 as a statement of stomach-growling hunger, has already carved out a place in the North Carolina vernacular.

Any imagined resemblance of the Chicken Cops to a 1994 John Travolta and Samuel L. Jackson would be conjectural.

The campaign promotes Bojangles’ boneless chicken options, which appeal especially to younger consumers.

Following a brand-only intro :30, individual :30, and :15 TV spots feature either the Cajun Filet Biscuit Combo, or Chicken Supremes, as do five APB (All Points Bulletin) radio spots, and three billboards, some of which are localized with messages like “Pull Over! to exit 132.”

In-store promotions include posters and a servers’ Chicken Cop “badge-on-wallet” sticker.

View the commercials at http://tinyurl.com/82fd5ep (“brand” intro), http://tinyurl.com/6ug23fa (Cajun Filet), and http://tinyurl.com/6umu7pq (Chicken Supremes).

The target audience is males, 18-to-35, and the TV will run on Southeastern broadcast during prime time and on sports programming such as NCAA basketball and NASCAR.

Creative credits go to BooneOakley creative directors David Oakley and John Boone, associate creative director/copywriter Keith Greenstein, and art director James Hoke. The director is Scott Corbett, of Station Film, Los Angeles.