Bojangles Just Made the Most Deliciously Dumb Chicken Ads Ever

Big Bo mascot hits the streets

Big Bo, the Bojangles chicken mascot, has been following me everywhere I go. Am I losing my mind? Nah, it’s just a whack-job ad campaign for the eatery, introducing chicken tenders to Atlanta.

First, Bo stalks some woman on the street who refuses a free sample:

Next, a dude appears to get a tad to smitten with Bo:

Finally, Bo’s running from cops. Lock that freak up!

“Don’t Be Chicken” succeeds by taking its premise just far enough without going overboard. There’s some tension too, always key to great comedy. Look at that woman’s face—she really does seem distressed at Bo’s pursuit—and who can blame her?

“Tenders are everywhere, so just having a killer new product wasn’t going to cut through,” says Ryan Boblett, creative lead at Fitzco, which developed the ads. “And in Atlanta, chicken loyalty is serious. We leaned straight into that. Big Bo’s not selling anything. He’s just calling you out and letting you decide how to respond.”

The campaign runs on social, CTV, broadcast, iHeart Radio, influencer content and OOH.