Bojangles’ selected BooneOakley as their agency of record in 2010. At the time, their sales were plateauing and their creative campaigns had grown stale. Our mission? Re-energize the brand.

While digging through research we hit on a key customer insight: People crave Bojangles’. And when the craving strikes, they have to have it.

We landed on three little words that perfectly conveyed this: It’s Bo Time!

This line has gone beyond a tagline and now lives as a rallying cry and a key part of Bojangles’ culture. We’ve done 9 years of fully integrated campaigns under the “It’s Bo Time!” umbrella. What you see below is just a small sample.

The results? Bojangles’ has grown from 450 restaurants at the beginning of 2010 to over 750 restaurants today. That’s pretty good for just 3 little words.

We incorporated The Line’s playful brand personality throughout the site with interactive features such as a homepage day/night toggle (we prefer night), a custom South End hover map and construction time-lapse.