• by Karlene Lukovitz  @KLmarketdaily, August 9, 2016

In its latest effort to show that “Bojangles means good times,” the chicken-and-biscuits QSR and agency BooneOakley, both based in Charlotte, N.C., surprised consumers with “Random Acts of Bo” for a television and online video campaign.

In one of the unscripted, unannounced happenings, 180 Big Bo Boxes containing chicken, biscuits and tea andlabeled “Take me home”rolled out onto a luggage carousel at the Charlotte, N.C. airport (above) as weary travelers waited for their bags. 

Footage of the delighted responses was edited into a 30-second version that will run on all major television networks in localized buys made by Bojangles’ in-house media department. 

Another candid-camera scenario involved having Bo reps hand out boxes of the chain’s Chicken Supremes, biscuits and tea to students as they finished final exams on the University of North Carolina’s Charlotte campus. 

In a third, set in a laundromat (see below), Bo employees hidden in a “vending machine” dispensed the appropriate Bo food orders through a slot when curious patrons pushed selection buttons.

Videos of all three scenarios will run as paid 60-second Facebook videos and newsfeeds, in a buy by Cox Media Group, Atlanta. The campaign is also on Bojangles’ Facebook page, YouTube and Vimeo.

More creative is in the works. “We’re in the planning stages now, setting up some more events where the food will be an unexpected treat for people who are underappreciated,” reports BooneOakley creative director and president David Oakley.

Bojangles has about 600 locations in 10 states, ranging from Mississippi to Florida and north to Pennsylvania, plus Washington, D.C.