Bojangles | Meet Larry
The Business Challenge: It’s 2022 and while the majority of the restaurant category is climbing their way out of The Upside Down, consumer demand for QSR dining is soaring. Good news for Bojangles. But also for their bigger, and much richer competitors. Bojangles needed a uniquely own-able idea to break through the competitive clutter and re-ignite the brand’s boldness, all with limited media spend of course.
The Creative Solution: Meet Larry, the conflicted chicken. Larry desperately wants Bojangles, despite understanding the obvious implications. He knows he shouldn’t, but Bojangles chicken is so good, he almost can’t resist. This oddly relatable character is hyper focussed on the cravability of Bojangles food and brings with him the much needed levity that could save us all from existential despair.
Larry took over the Twitter handle a few days prior to launch...
... and then started popping up everywhere.
We went further into Larry’s world
with a confessional style OLV series.
The bigest win?
Bojangles bought it and Larry the Chicken ran in the summer of 2022. Sometimes weird & funny really is the solution and it takes brave partners like Bojangles to stand behind an idea like Larry.
Agency EP + Co
CCO John Cornette
CDs Ellen Page, Will Isom, Taylor Lucas
Copywriter Will Horn
Producer Jarrell Williams, Danny Miller
Director Mark Nickelsburg
DP Seth Hunt
Animation CoLab