CHARLOTTE – Bojangles, the N.C.-based chicken and biscuit chain with one of the most loyal fan bases in fast food, announced Monday a relaunch of its brand. With the celebrity backing of NASCAR legend, Dale Earnhardt Jr., the company’s latest effort includes new advertising and a refreshed logo, food packaging and in-store visuals that “introduce fans to a more modern Bojangles fixated on its real Southern food and hospitality.” Earnhardt is featured in the new advertising proclaiming the company’s popular rallying cry, “It’s Bo Time.”
Earnhardt’s presence in the advertising is the start of a new relationship between the brand and 26-time NASCAR Cup Series winner, who will also be featuring the brand on his social accounts and other digital platforms.
“Bojangles and I go way back, including sharing Carolina roots. We’re even about the same age,” Earnhardt said in a press statement. “Families rely on Bojangles for its delicious food and neighborly service just like they rely on NASCAR for its incredible action.
“I think the two of us make a great pair. That’s why I’m proud to say ‘It’s Bo Time!’”
In addition to Earnhardt’s voice, Bojangles officials say that the new commercial is designed to remind current fans and show new customers just how much care the company puts into making its authentic Southern food, detailing Bojangles’ homemade approach to chicken, tea and biscuits in 30 seconds.
Fans will notice the refreshed logo bids farewell to the apostrophe at the end of the company name but keeps the famous Bojangles personality with the wavy shape and maintains the strong association with the red color. Executives describe the large “B” as playful, emphasizing “Bo” – a cherished nickname of the chain. Similarly, new packaging for the restaurant’s famous biscuit sandwiches and Big Bo Box® family meals as well as updated menu boards and team uniforms stay true to the restaurant’s roots while also aiming to be fresh and modern.
Bojangles, Inc. is a growing restaurant operator founded in 1977 in Charlotte, serving menu items such as made-from-scratch biscuit breakfast sandwiches, hand-breaded bone-in chicken, flavorful “fixin’s” (sides) and Legendary Iced Tea®.
“We recognize we are living in difficult times,” said Jackie Woodward, chief marketing officer for Bojangles. “However, we also know food has the power to bring people together, and we believe the time is right to introduce our fans to a modern Bojangles that provides delicious Southern meals for the whole family at a great value.”
Currently, Bojangles has approximately 750 system-wide restaurants in 11 states.