Meet Larry

This week Bojangles launched a new creative campaign with EP+Co, its Lead Creative Agency since 2019, called “Meet Larry.” The campaign introduces Larry the Chicken, a quirky new character for the brand, and highlights the fact that once you lay eyes on chicken made the right way, with real-deal Southern flavors and from-scratch ingredients, you can’t stop the mouth-watering craving that sets in.

Larry, who was animated exclusively in-house by the EP+Co team, is a metaphor for the cravings that only Bojangles can satisfy, accentuated by the hilarious interactions that take place in the creative as Bojangles employees and customers alike realize the character can think of nothing except Bojangles chicken.

The “Meet Larry” campaign differentiates Bojangles from a sea of other brands in the QSR category by focusing on its unrivaled brand values of high-quality, made-from-scratch food and boldly authentic southern flavors rather than convenience and endless value offers. As strategic as it is comedic, the concept for Larry was designed to show that Bo’s Chicken is irresistibly delicious — and that the Bojangles brand is fun, funny and bold.

The creative, which launched on June 8, includes four different spots that will appear regionally on OTT, broadcast TV, radio and social media.