Start your engines, Bojangles fans! Today, the chicken and biscuits restaurant chain is relaunching its beloved brand with new advertising and a refreshed logo, food packaging and in-store visuals that introduce fans to a more modern Bojangles fixated on its real Southern food and hospitality. The new advertising features the first-ever celebrity to proclaim the company’s popular rallying cry, “It’s Bo Time,” using racing legend Dale Earnhardt Jr.’s familiar, friendly voice.
Earnhardt’s presence in the advertising is the start of a new relationship between the brand and 26-time NASCAR Cup Series winner, who will also be featuring the brand on his social accounts and other digital platforms.
“Bojangles and I go way back, including sharing Carolina roots. We’re even about the same age,” Earnhardt said. “Families rely on Bojangles for its delicious food and neighborly service just like they rely on NASCAR for its incredible action.
I think the two of us make a great pair. That’s why I’m proud to say ‘It’s Bo Time!’”
In addition to Earnhardt’s voice, the new commercial reminds current fans and shows new customers just how much care the company puts into making its authentic Southern food, detailing Bojangles’ homemade approach to chicken, tea and biscuits in a mere 30 seconds.
Fans will notice the refreshed logo bids farewell to the apostrophe at the end of the company name but keeps the fun Bojangles personality with the wavy shape and maintains the strong association with the red color. The large “B” is playful and emphasizes “Bo” – a cherished nickname of the chain. Similarly, new packaging for the restaurant’s famous biscuit sandwiches and Big Bo Box® family meals as well as updated menu boards and team uniforms stay true to the restaurant’s roots while also being fresh and modern.
“We recognize we are living in difficult times,” said Jackie Woodward, chief marketing officer for Bojangles. “However, we also know food has the power to bring people together, and we believe the time is right to introduce our fans to a modern Bojangles that provides delicious Southern meals for the whole family at a great value.”