Bojangles is appointing EP+Co as the fast-food chicken chain's new lead creative agency, effective October 1. The scope of work includes traditional advertising capabilities, in-store marketing, social content, brand strategy and planning.
Bojangles’ began the agency search process earlier this year, enlisting the assistance of Joanne Davis Consulting.
The eatery has worked with several North Carolina-based agencies over the past few years. Most recently, it worked with Charlotte-based LGA for an activation encouraging fans to submit photos of their biscuit-making skills. The initiative was playfully connected to the NBA All-Star Weekend held in the chain's hometown of Charlotte during Feb 15-17 to remind people Bojangles makes biscuits every 20 minutes.
Bojangles' advertising has focused on various menu items, including biscuits, as well as its chicken offerings. This account switch happens at a time of heated competition among fast-food chicken chains.
This summer has been called the summer of the "chicken wars," following high-profile media campaigns. First, Popeye's introduced a new spicy menu item. In short order, Chick-Fil-A and Buffalo Wild Wings launched their own new sandwiches and ignited social-media chatter.
Bojangles' ad budget was $3.09 million during Q1 2019 and $13.07 million during the full 12 months of 2018, according to Kantar Media.
"There’s no one like Bojangles,” says Con Williamson, President-Chief Creative Officer at EP+Co. “They’ve got big plans for their future, so we are thrilled they’ve chosen us to play a part in helping bring that vision to life. It’s gonna’ be fun."