ATLANTA PriceMcNabb launches its first campaign for Bojangles Restaurants tonight.
According to agency executive creative director Alon Shoval, the work centers on the taste of the chain's fried chicken and biscuits through the perception of its most fanatical customers. "We focus on true 'Bojangles moments' where people crave Bojangles and what they do to express that craving," he said.
Five TV commercials from the Charlotte, N.C., shop will air on network and cable channels throughout North and South Carolina.
One spot shows a man setting up an elaborate outdoor grill at a tailgate party. Instead of cooking his own food, he sneaks Bojangles' chicken from the back seat of his car. In another spot, a woman finishes every bite of her breakfast biscuit, right down to shaking the crumbs from the bag.
A new tagline, "GottawannaneedagettahavaBojangles," plays to the chain's loyal customer base.
PriceMcNabb won the business in August following a review. The Charlotte-based fast-food chain will air between 25-30 radio and 8-12 TV spots a year, according to the RFI.
Bojangles spent $3 million in measured media in 2002, according to TNS Media Intelligence/CMR.