AC&M Group | Agency Profile, Contacts, AOR, Client Relationships

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Bojangles features chicken-hungry chicken in new campaign, increases spend

here.

According to iSpot, the fast-food chain has allocated roughly $64.1k toward national TV commercials YTD, almost 3x the roughly $23.1k spent in all of 2021. Bojangles ended up allocating roughly $33.8k toward this channel in 2020. The company's 2022 commercials have targeted male sports enthusiasts watching College Basketball, Women's College Basketball, SportsCenter and College Football 150: The Greatest.

So far this year, Pathmatics reports Bojangles has spent approximately $2.2m on digital ads, 16% more than the roughly $1.9m spent by this point last year. In 2021, the company's estimated full-year 2021 spend of $3.7m reached 32% more than that of $2.8m in 2020. Bojangles has earned around 253.9m digital impressions YTD via Instagram (45%), Facebook (40%), desktop display (11%) and mobile display (5%) ads.

Spend shows no sign of slowing down soon, so sellers should contact soon to offer high-ROI strategies among a wide audience ranging from Gen-Z through Gen-X. Per Kantar data, Bojangles also utilizes OOH and local broadcast.

Agency & martech readers - Bojangles's relationship with creative and PR AOR EP+Co. has reached the average three-year tenure, so the company may seek a new agency partner for creative and PR. You also have a shot at social duties since Bojangles doesn't currently seem to have an agency partner for social. The company handles media in-house, and it works with multicultural AOR BooneOakley.