The new Bo’s Chicken Sandwich is the largest launch in the history of the brand. So how do you help it rise above the rest on the cluttered battlefield of the Chicken Sandwich Wars?
We knew that folks needed to hear about the bold flavor and crispy hand-breading of Bo’s Chicken Sandwich. It’s made the right way to deliver a fully immersive, focus-on-nothing-else meal experience. In fact, the new Bo’s Chicken Sandwich is so cluckin’ good that it just might make you do something unexpected!
We launched our campaign in broadcast and social, telling breakthrough stories of unexpected reactions of people eating the new sandwich. All of the content was concepted, built, shot, directed and produced 100% in-house at EP+Co. Our new in-house, commercial-grade kitchen and our revamped workshop both played pivotal roles in delivering a first-class live-action and tabletop food shoot.
And the resulting work—a series of 38 dynamic social posts, including videos, animations and static assets—exceeded 2021 baselines for average impressions and engagements per post.