Bojangles Markets the Big Bo Box

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A breaking TV campaign for Bojangles’ Restaurants aims for larger ticket purchases with the launch of the “Big Bo Box” combination special. The campaign is by advertising agency BooneOakley, Charlotte, NC.

The Big Bo Box, priced at $19.99 and up, holds various large meal combinations, all including chicken, biscuits, fixin’s, and iced tea. The goal is to expand restaurant visits beyond single servings and into meal replacement occasions such as tailgating, office meals, and home.

The TV ads show 3 scenarios. They portray the Big Bo Box at a tailgating party, a doctor’s office, and a seniors’ home, where in each case someone finds it considerably more noteworthy than, respectively, a trophy wife, a man with feet for hands, or the fountain of youth.

The campaign targets family adults, 25–45, and runs on regional broadcast including Sunday and Sunday Night Football, SEC Football, and prime time such as Two and a Half Men, NCIS, House, Bones, Dancing with the Stars, and The X-Factor. There is additional radio advertising (two: 30s) and in-store.

Creative credits go to BooneOakley creative directors David Oakley and John Boone, associate creative director/art director, Matt Klug, and associate creative director/copywriter, Keith Greenstein. The director is Craig Brownrigg, of Assembly Films, Santa Monica.

Bojangles’ Restaurants Inc. was founded in 1977 and is headquartered in Charlotte. Its 500+ franchised and company-operated locations are in 10 southeastern states from Mississippi to Florida and north to Pennsylvania, plus D.C.

BooneOakley is a full service, independent advertising agency, with clients including Bojangles’, the Charlotte Bobcats, Google, The Mint Museum, Oh Yeah!, and Levine Children's Hospital.