New marketing focuses on roots in Southern Hospitality
The Bojangles chicken and biscuits QSR chain has rebranded and updated its logo and marketing, emphasizing its Southern-hospitality heritage while taking on a more modern palette. The proclamation of retiring NASCAR stock-car driver and NBC analyst Dale Earnhardt Jr. that “It’s Bo time!” marks a new chapter for the brand.
Bojangles also dropped the apostrophe from the end of its name as part of this 2020 brand refresh.
Bojangles new logo symbol of Southern Hospitality
“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.”
A new advertising campaign emphasizes the care and details put into the preparation of its Southern food. The logo keeps the wavy shape and “fun personality,” while emphasizing the red color and also the letters “Bo,” which the Charlotte, N.C.-based brand has as a nickname.
Bojangles also announced that packaging is currently being updated, as well as uniforms, which stay true to the chicken chain’s roots. In addition, a 30-second ad it released highlights the careful, methodical preparation of its chicken, tea and biscuits.
Photo credit: Bojangles
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