Dale Earnhardt Jr. and Lee Brice go splitsies with Bojangles

The new Bojangles campaign starring Dale Earnhardt Jr. and Lee Brice, Splitsies, features two limited-time chicken sandwiches, Bo’s Carolina Gold Chicken Sandwich and Bo’s Barbecue Chicken Sandwich. 

Throughout the spot, Earnhardt and Brice both recognise that some things (like driving and solos) just aren't meant to be shared, but when it comes to the bold Southern flavours of Bojangles, and the brand's two new chicken sandwiches, they enthusiastically agree this isn't one of them and go splitsies.

Created by Lead Creative Agency since 2019, EP+Co, the campaign aims to shine a spotlight on Bo's Chicken Sandwich and ignite consumers’ enthusiasm to try both before the LTO sauces are gone. Splitsies sparks cravings for a chicken sandwich made fresh with Bojangles’ real deal Southern flavours, collaborating with two celebrities, and authentic Bojangles lovers, to inspire customers to personally experience the unmatched goodness of both sandwiches.

Bojangles’ authentic, quality recipes can’t be beat, and every bite into its chicken sandwich is a rite of passage to the South, offering flavours that tantalise the taste buds and leave a lasting impression. With taste being the number one driver in QSR, EP+Co’s strategy for the campaign is simple yet powerful: reignite the craving by spotlighting the culinary mastery that defines Bojangles by partnering with celebrities and sharing through the lens of a limited time offer to generate demand.

Bojangles partnered with Earnhardt and Brice, two Southern icons who embody the brand’s dynamic nature and are well-loved by its target audience, because they represent the best of the region, just like Bojangles and its new chicken sandwiches do. Earnhardt specifically has a long-standing relationship with the brand, and together he and Brice elevate the Bojangles message to new heights, pushing its boldness even further with infectious and surprising humour that reminds people what it means when the brand says, "It's Bo Time!"