luquire spearheads Bojangles’ annual ‘Folds of Honor’ campaign for veteran support
For the third year in a row, Bojangles launched a limited-time-only, special Big Bo Box to benefit Folds of Honor, a national nonprofit providing educational scholarships to families of the fallen or disabled military. The organization recently expanded its mission to now include the families of fallen or disabled first responders, in addition to the military, and Bojangles wanted to honor this in a big way.
The brand introduced a new patriotic red, white and blue design for its Big Bo Box family meal and committed $1 from each purchase to Folds of Honor. Bojangles then leaned on luquire to plan and execute an omnichannel launch campaign that embodied the spirit of the community-focused initiative.
To launch the campaign with a bang, luquire’s production team worked with the PR team to film a legendary “unveiling” video in which a helicopter-style drone delivered the new Big Bo Box to a picnic table full of Bojangles food. The film was voiced over by Lt. Col. Dan Rooney, an Air Force pilot and the founder of Folds of Honor, who officially welcomed the box, and its special mission, to Bojangles. The video, which debuted the first day the Star-Spangled Big Bo Boxes were in restaurants, served many purposes: it lived on a landing page with more information about the promotion; it kicked off the campaign on Bojangles’ social channels; and it gave media unique imagery to incorporate into its stories on the partnership.
With buzz building from the unveiling, the team launched the Bo Heroes Mobile – a fully road-functional ambulance wrapped to resemble the Star-Spangled Big Bo Box, which the luquire creative team designed, and outfitted with QR codes so passersby could easily access the landing page. The Bo Heroes Mobile’s mission was to respond to first responders and catch the attention of bystanders everywhere it went.
The luquire team planned a 15-city, 50-stop tour across the Southeast beginning in Charlotte, delivering boxes of chicken, biscuits and fixins to countless fire stations, EMS bays, police stations and military bases. At each stop, we explained the mission of Folds of Honor, which is now a resource offered to their lines of duty, thanked them for their service to our communities and filled them up with delicious food.
The Bo Heroes Mobile delivered smiles to the faces of those who deserve them the most. We got to play hero to our heroes for a few gratifying moments and, boy, was it Bo Time!
The legendary Star-Spangled Big Bo Box unveiling announcement and subsequent three-week Bo Heroes Mobile Tour resulted in 146 original stories – many of which were live coverage of the deliveries in each market – which ultimately reached over 36 million people. The campaign also increased Bojangles’ social following by 2,000 new followers with a reach of 32k and engagement of 970.
