Bojangles: Brand Relaunch with Dale Jr.

Bojangles has long been known for its southern flavors, but had yet to receive the credit they deserve for their devotion to serving up delicious, authentic, made-from-scratch meals for their beloved fans and consumers alike. 

Enter EP+Co with the strategy to package the relaunch of the Bojangles brand into a modern re-commitment to who they’ve always been. Getting credit where credit is due. The resulting work is anchored deep in Bojangles core attributes of real deal southern flavor—doing things right, making things better and going big while we’re at it—because food should be both fun and flavorful. 
The brand relaunch reached across all media, including a partnership with Dale Earnhardt Jr. as the inaugural voice of “It’s Bo Time” along with new brand visuals, tone, music and mnemonic, all debuting in the ad titled “Tick Tick Boom.”