Community-Driven Brand Marketing

A quick-service restaurant competes on speed and price every day. The goal was to compete on something harder to copy: a place in the community’s heart.

Corporate sets the Bojangles brand. As a franchisee, Bo Flavor still has to win its own towns, one restaurant at a time. That’s where we come in.

Conway calls itself the City of Halloween. That was the opening.

For one season only, Bojangles became Boojangles, the House of Bites.

It was a true collaboration between the Bo Flavor franchise team, Bojangles corporate and The B Side.

A full building transformation, a giant jack-o’-lantern on the roof, a haunted-house mural, Bo-Berry on photo duty, and Bite Night: a community event with costumes, treats and an outdoor movie in the parking lot.

Our team worked alongside Bojangles corporate on the ground in Conway:

• Local campaign strategy and planning
• Activation planning for the restaurant transformation
• Community partnerships and local PR
• Event production for Bite Night
• Photo, drone and social video content

The same approach runs all year across Bo Flavor’s restaurants, food trucks and Bo Beautiful catering: community events, educational partnerships, restaurant activations and promotional campaigns.

A restaurant people drove in to see, photograph and share.