A breaking TV campaign for Bojangles’ Restaurants aims for larger ticket purchases with the launch of the “Big Bo Box” combination special. The campaign is by advertising agency BooneOakley, Charlotte. The Big Bo Box, priced at $19.99 and up, conveniently holds various large meal combinations, all including chicken, biscuits, fixin’s and iced tea. The goal is to expand restaurant visits beyond single servings and into meal replacement occasions such as tailgating, office meals, and home. The three TV :30s show the Big Bo Box at a tailgating party, a doctor’s office, and at a seniors’ home, where in each case someone finds it considerably more noteworthy than, respectively, a trophy wife, a man with feet for hands, or the fountain of youth. The campaign targets family adults, 25–45, and runs on regional broadcast including Sunday and Sunday Night Football, SEC Football, and prime time such as Two and a Half Men, NCIS, House, Bones, Dancing with the Stars, and The X-Factor. There is additional radio advertising (two :30s) and in-store. Creative credits go to BooneOakley creative directors David Oakley and John Boone, associate creative director/art director Matt Klug and associate creative director/copywriter Keith Greenstein. The director is Craig Brownrigg, of Assembly Films, Santa Monica.
Client: Bojangles’ Restaurants, Inc., Charlotte, N.C. 500+ locations in 10 primarily Southeastern states, Mississippi to Florida, and north to Pennsylvania, also D.C. Agency: BooneOakley, Charlotte Launch: Big Bo Box combination special. Prices start at $19.99. Large meal convenience packaging. Holds a variety of combinations of chicken, biscuits, fixin’s and iced tea. Brief: Expanded usage, particularly larger ticket occasions such as tailgating, office meals, home meal replacement. Executions: Three :30s “Trophy Wife,” “Alternate Extremities,” “Fountain of Youth” Target: Family adults, 25–45 Media: Regional broadcast including Sunday and Sunday Night Football, SEC Football, and prime time such as Two and a Half Men, NCIS, House, Bones, Dancing with the Stars, The X-Factor. Support advertising: Two radio :30s In-store CDs: David Oakley, John Boone ACD/AD: Matt Klug ACD/CW: Keith Greenstein Agency Prods.: Adam Hobbs, Amanda Ormerod Prod. Co.: Assembly Films, Santa Monica Dir.: Craig Brownrigg D.P.: Jas Shelton Exec Prod.: Robert Wherry Prod.: Jeff Trenner VFX: Ingenuity Engine, Hollywood Post: Edit at Joe’s, Charlotte Editors: Joe Murray, Chris Waldorf Sound: 26-inch Audio, Charlotte Engineer: Michael Lee Rolls out: October (tailgating) November (office) Q1 2012 (family)