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Comedian Jeff Foxworthy has a broad, family-friendly appeal beyond those who might be rednecks. And Golden Corral, the North Carolina-based buffet-dining chain, is looking to leverage that relatability in its new "Golden Bill of Rights" campaign, which features Foxworthy as the brand's spokesman.
"It's his comedy," said Chris Kuehn, the chain's chief marketing officer. "Everybody can relate to it."
Last year, the 500-unit chain spent $55 million on media, according to Kantar Media.
The first spot in the campaign debuted during a special edition of Foxworthy's Are You Smarter Than a 5th Grader? last Friday night and went wide on Monday.