Bojangles’, Inc. has selected Charlotte-based AC&M Group, a multicultural marketing agency, as their agency of record for the U.S. Hispanic market. AC&M Group will lead Hispanic campaign strategy, creative, planning and execution for Bojangles’. Kicking-off in the first quarter of 2016, the multimedia campaign will combine traditional and online media to connect the iconic restaurant chain with Hispanic consumers.
Also based in Charlotte, Bojangles’® is known for its uniquely-seasoned and marinated bone-in chicken, made-from-scratch buttermilk biscuits, and breakfast served all day, every day. Fans of the brand are attracted to Bojangles’ proprietary menu that offers a flavor profile unlike anything in the Southeast markets it serves, including some of the fastest growing cities for U.S. Hispanics: Charlotte, NC; Raleigh-Durham area, NC; Atlanta, GA; and Washington D.C .area.
“We pride ourselves in reaching Hispanic communities, the fastest growing consumer segment in the U.S., through insightful connections that make ideas relevant to them. Through our expertise in crafting culturally-relevant campaigns, we help companies reach and efficiently communicate with the new mainstream,” said AC&M Group Co-founder and CEO Jaime Cardenas. “We are excited to team up with Bojangles’ to expand their brand presence among Hispanics.”
“We wanted to find a partner that could support our brand’s marketing strategy with Hispanic consumers. We are thrilled to be working with AC&M Group. They have a deep understanding of the U.S. Hispanic market that will help us create meaningful relationships with our Hispanic fans,” said Bojangles’ Senior Vice President of Marketing, Randy Poindexter.
AC&M Group has been developing multicultural creative campaigns for more than a decade and has expertise in the food, beverage and retail sectors. Among the brands that AC&M Group has partnered with include Family Dollar, National Gypsum, Sherwin Williams, Stanley Black & Decker and SOCCER.COM.