Eric Mower and Associates (EMA) recently made headlines when its creative marketing campaign for Bojangles’ Famous Chicken ‘n Biscuits all but brought the restaurant’s famous biscuits to harried, hungry travelers arriving at Charlotte Douglas International Airport. Bojangles’ converted baggage Carousel B so that it would appear to be an oven serving up a continuous supply of its fresh made-from-scratch buttermilk biscuits.
“We loved the idea the moment we saw it because it is an entirely new way to reach customers at a time when they are likely to be thinking about having something to eat,” said Randy Poindexter, Bojangles’ senior vice president of marketing.
The concept for the airport installation was a brainstorm that an Eric Mower and Associates creative supervisor had while waiting for luggage at Charlotte Douglas after returning from a vacation. He noticed everyone standing around an empty baggage carousel looking at the opening waiting for their bags to arrive. The campaign uses vinyl decals of biscuits applied to the luggage belt and the opening in the wall for baggage has been converted to look like an oven. Passengers waiting for bags will be treated to the appetite appeal of fluffy Bojangles’ buttermilk biscuits, a signature item for the popular restaurant. The campaign is a first of its kind for Charlotte Douglas.
Bojangles’ Famous Chicken ‘n Biscuits already has a presence at the Charlotte airport in Concourse B, where it opened a restaurant to serve departing and connecting passengers. The next closest Bojangles’ for arriving passengers is less than a five minute drive from the airport at 5321 Old Dowd Rd., Charlotte, N.C.
Eric Mower and Associates has been Bojangles’ agency of record since 2003. The integrated marketing communications agency has an office in Charlotte, as well as Atlanta, Ga.; Sarasota, Fla.; and Buffalo, Rochester, Syracuse and Albany, N.Y