Chicken tenders are everywhere, and Atlanta diners already had established favorites. A better product alone was not enough to change behavior. Bojangles needed a reason bold enough to make the city question its habits.
We brought back Big Bo and gave him one job: call Atlanta out for being too chicken to try Bojangles' new hand-breaded tenders. The dare showed up across influencer content, paid social, CTV, broadcast, radio, and out-of-home placed directly outside competitor locations. No discounts. No gimmicks. Just an iconic mascot with attitude, a product worth switching for, and a city with something to prove.
RESULTS:
Campaign Videos
Campaign imagery
OOH
INFLUENCER
SOCiAL
