How Bojangles engaged NYC media to grab the national spotlight

Fast-food chain Bojangles is at a disadvantage in the chicken wars that have engulfed the industry. With no locations in New York City, where many national outlets are headquartered, the team needed to take action to break through.

The answer, developed in coordination with PR and marketing firm Luquire, was to blitz the city with food trucks over three days to capture the imagination of media outlets and influencers to get a wider audience. It also hoped to tap into the love displaced Southerners have for the chicken and biscuits brand.

“Bojangles is growing beyond its core markets in the Deep South, with recent expansion deals announced in places like Florida, Ohio and Texas,” explains Barry Finkelstein, senior vice president and director of public relations for Luquire. “They need to be part of the national conversation, but because there isn’t a Bojangles within hundreds of miles of New York City, many national journalists have never tried their food. So, our strategy was to bring Bojangles to them while creating buzz by tapping into the thousands of Southern transplants in New York City who crave Bojangles.”