Brand
Bojangles

Roles
Creative Direction | Copywriting

The Who/What/Why
Bojangles is a tour de force in Southern QSR markets but they always faced a continual problem during the Lenten season… people give us fast food usually. With most of their customers being religious, or religious-leaning, and following this seasonal cultural shift in purchasing, Bojangles sought to provide a “healthier” alternative to the classic fried chicken. This was long before the fried chicken sandwich wars of 2020, so Bojangles introduced a classic fried fish sandwich… and what better way to introduce this brand new concept to an audience used to fried chicken than with a pun-fueled campaign across TV & digital that featured egregious puns at every point to show the customer that not only was this sandwich good (it was), but it was also fun (and so was the brand). The hero spot featured every child’s worst nightmare, a geeky dad humor-tripping in a Bojangles store riffing fish pun after fish pun while his family slowly leaves him and he’s left to reach out for love and adoration by the people seated closest to him. Needless to say the campaign was a huge success and the seasonal menu item is now a staple on the Bojangles menu.