EP+Co partnered with Bojangles to help launch the return of one of their delicious, treasured fan favorites – Pimento Cheese. To add to the excitement, not only did Bojangles bring back their legendary Pimento Cheese spread, they also introduced a brand new Pimento Cheese dipping sauce with a lineup of products.
To kick things off, we created “Food Group,” a hero spot highlighting the many different ways fans can enjoy Bojangles' Pimento Cheese. We then kept asking ourselves: “Well, how can we get fans to help hype up this launch?” And the answer was simple. Call on Sarah Elizabeth, a longtime Bojangles fan and dedicated Pimento Cheese enthusiast who has been campaigning to bring back the product since it left the menu last summer. We started by engaging with fans on social who had also expressed passion for the Pimento Cheese spread and desire for its return to the menu. Then, we championed Sarah Elizabeth, teasing the return of Pimento Cheese with engagement on her most recent post and launching a video using her comments throughout the past year, creating the #THANKYOUSARAHELIZABETH campaign. Thanking her for her tireless efforts and officially rewarding her with the beloved Bojangles Pimento Cheese.