Bojangles targets die-hard chicken fans with daring ads

Atlanta-based independent agency Fitzco has introduced a campaign for Bojangles in Atlanta, positioning the brand’s chicken tenders through a challenger approach that leans into local loyalty to fried chicken.

The Don’t Be Chicken campaign marks Bojangles’ push into a market known for established favourites, using humour and provocation rather than price-led messaging to attract attention.

Dare-led creative targets loyal customers

Instead of competing with discounts or limited-time offers, Fitzco developed a concept built around a direct challenge to consumers. The campaign invites audiences to try Bo’s Chicken Tenders or accept the idea that they are “too chicken” to switch.

At the centre of the work is Big Bo, the brand’s mascot, who appears across executions with a confident and confrontational tone designed to stand out in a crowded category.

Campaign rolls out across multiple channels

The campaign runs across paid social, connected TV, broadcast, iHeart Radio and influencer content. Out-of-home placements have also been positioned near competitor locations across Atlanta, reinforcing the campaign’s competitive stance.

The approach reflects a broader strategy to build awareness in a market where brand loyalty is deeply entrenched, particularly within the fried chicken category.

Strategy focuses on brand confidence

Sam Warren, VP Creative & Digital Marketing, Bojangles: "Atlanta has opinions about chicken, and we respect that. Bo's Chicken Tenders are worth the switch, and Big Bo is exactly the character to make that case. We didn't want to launch with a discount. We wanted to show up with some confidence."

Ryan Boblett, Head of Creative, Fitzco: "Tenders are everywhere, so just having a killer new product wasn't going to cut through. And in Atlanta, chicken loyalty is serious. We leaned straight into that. Big Bo's not selling anything. He's just calling you out and letting you decide how to respond."

www.bojangles.com

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