Bojangles and Fitzco Bring Big Bo to Atlanta to Ask: Are You Too Chicken to Try the New Tenders?

Apr. 02, 2026

Atlanta already has beloved chicken spots. Bojangles, the fast-growing Carolina-born restaurant chain specializing in craveable Southern chicken, is fine with that. They just want to know one thing: are you too chicken to try something better?

Fitzco, the Atlanta-based independent agency, has launched "Don't Be Chicken" for Bojangles, a new campaign introducing Bo's Chicken Tenders to the Atlanta market. The tenders are hand-breaded, made fresh daily, and boldly seasoned. The campaign's pitch is less of a sales argument and more of a dare: try them, or own the fact that you're too chicken to.

Rather than compete on price or chase Atlanta's chicken loyalists with a limited-time offer, Bojangles turned the whole thing into a dare. At the center of it is Big Bo, Bojangles' larger-than-life, biscuit-loving mascot with the kind of bold personality and playful charm that makes him hard to ignore.  In the campaign, Big Bo does things the Bojangles way: he just shows up, sizes you up, and waits.

Sam Warren, VP Creative & Digital Marketing at Bojangles said:

"Atlanta has opinions about chicken, and we respect that. Bo's Chicken Tenders are worth the switch, and Big Bo is exactly the character to make that case. We didn't want to launch with a discount. We wanted to show up with some confidence."

 

Ryan Boblett, Head of Creative at Fitzco said:

“Tenders are everywhere, so just having a killer new product wasn’t going to cut through. 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 across paid social, CTV, broadcast, iHeart Radio, and influencer content, with OOH boards placed specifically outside competitor locations around the city.

"Don't Be Chicken" launched March 23 in Atlanta, with additional placements running through December