Splitsies

The Creative:
What do NASCAR Hall of Famer Dale Earnhardt Jr. and Country Music sensation Lee Brice have in common? Appreciation for a great chicken sandwich — and in the latest campaign from Bojangles, the two stars are faced with two chicken sandwiches so irresistible they can’t help but “go splitsies” on them.

The new Bojangles campaign, “Splitsies,” launches July 10 and features two limited-time chicken sandwiches, Bo’s Carolina Gold Chicken Sandwich and Bo’s Barbecue Chicken Sandwich. Throughout the spot, Earnhardt and Brice both recognize that some things (like driving and solos) just aren't meant to be shared, but when it comes to the bold Southern flavors of Bojangles — and the brand's two new chicken sandwiches — they enthusiastically agree this isn't one of them and go splitsies.

Created by Lead Creative Agency since 2019, EP+Co, the campaign aims to shine a spotlight on Bo's Chicken Sandwich and ignite consumers’ enthusiasm to try both before the LTO sauces are gone.“Splitsies” sparks cravings for a chicken sandwich made fresh with Bojangles’ real deal Southern flavors, collaborating with two celebrities — and authentic Bojangles lovers — to inspire customers to personally experience the unmatched goodness of both sandwiches.

“Splitsies” will run regionally from July 10 - August 20 on broadcast TV, radio, OTT and social with one 30-second spot and two 15-second spots.

Strategy & Partnership:
Bojangles’ authentic, quality recipes can’t be beat, and every bite into its chicken sandwich is a rite of passage to the South, offering flavors that tantalize the taste buds and leave a lasting impression. With taste being the #1 driver in QSR, EP+Co’s strategy for the campaign is simple yet powerful: reignite the craving by spotlighting the culinary mastery that defines Bojangles by partnering with celebrities and sharing through the lens of a limited time offer to generate demand.

Bojangles partnered with Earnhardt and Brice, two Southern icons who embody the brand’s dynamic nature and are well-loved by its target audience, because they represent the best of the region, just like Bojangles and its new chicken sandwiches do. Earnhardt specifically has a long-standing relationship with the brand, and together he and Brice elevate the Bojangles message to new heights, pushing its boldness even further with infectious and surprising humor that reminds people what it means when the brand says, "It's Bo Time!"

About Bojangles:
Founded in 1977 in Charlotte, NC, Bojangles’, Inc. is a highly differentiated and growing restaurant operator and franchisor dedicated to serving customers high-quality, craveable food made from authentic Southern recipes. Their fresh, never-frozen chicken, delicious fixin’s, made-from-scratch biscuits and Legendary Iced Tea,® have built their reputation for quality. There are no compromises when it comes to serving their food at its best — no shortcuts, no microwaves, only real southern recipes.

About EP+Co:
EP+Co is known for building belief with brands they love. That is, for turning unique brand Truth into compelling action. Through a process that involves “UnThinking Everything,” they are redefining what it means to advertise. Considering the agency’s rare level of in-house capabilities — and commitment to bringing strategically driven concepts to life through expert craft — it’s no wonder some of America’s favorite brands, including John Deere, Verizon, Planet Oat, Bojangles, The UPS Store, Newell and General Mills, look to EP+Co to turn skeptical consumers into sold-in brand believers.