We brought back Bojangles' iconic mascot, Big Bo, and put him to work doing one thing: calling Atlanta out for being too chicken to try our new chicken tenders. We let Big Bo show up, stare the city down, and dare them to prove otherwise. And show up he did. Through influencer content, paid social, CTV, broadcast, Radio, and OOH boards planted directly outside competitor locations, Big Bo made it impossible for Atlanta to look away. The dare followed people everywhere. In their feeds, on their screens, and on the streets of their own city. No discounts, no gimmicks. Just a mascot with attitude, a hand-breaded tender worth switching for, and a city that had something to prove.