DON’T BE CHICKEN

Bojangles was about to drop their new chicken tenders, but there was a catch. They were coming in late to a game other QSR chains had already been playing, and those chains had a head start on winning over customers. On top of that, Bojangles had been serving their own version of tenders for years, which meant there was real potential for people to be confused about what was actually new here.

So instead of overthinking it, we did what made the most sense. Yup, we sent their newly reimagined chicken mascot Big Bo out into the world with one simple message: Don't Be Chicken.