Bojangles’ Famous’n Biscuits has debuted an advertising campaign starring new “Chicken Cops” characters who aim to “protect what’s served.”
The campaign includes TV and radio commercials, digital promotions, billboards and new in-store signage. The commercials will air during prime time on regional broadcast networks in the Southeast, as well as during sports telecasts like the NCAA basketball tournament and NASCAR races, Bojangles’ said.
Previously, the Charlotte, N.C.-based quick-service chain said it would be the title sponsor of NASCAR’s Bojangles’ Southern 500 race in May at Darlington Raceway in South Carolina.
In Bojangles’ new commercials, its Chicken Cops characters, Detective Roadcross and Detective Otherside, break down the doors to two young males’ apartment to keep them from eating inferior chicken products in the nick of time. In what Bojangles’ lead creative agency said is meant to be a new catchphrase for the chain’s fans, the characters yell, “Chicken Cops! Don’t move!”
Watch the commercial; story continues below
Billboards also will feature the new spokesman, including one where Detective Roadcross flashes his badge and instructs drivers to pull over at the next exit for a Cajun Filet Biscuit Combo.
Charlotte-based BooneOakley created the campaign.
The agency said male diners between the ages of 18 and 35 were the target audience for the new campaign, which is why the Chicken Cops commercials will promote boneless-chicken menu items popular among that customer segment, Chicken Supremes and the Cajun Filet Biscuit Combo.
Bojangles’ Restaurants Inc. has more than 500 company-owned and franchised restaurants in 10 states, mostly in the Southeast.