Bojangles’ Picks BooneOakley

BooneOakley, an independent shop in Charlotte, N.C., said it has added the $10 million Bojangles’ account following a review.

The budget backs a multimedia push in traditional and online media set to break in June.

“We were especially impressed with BooneOakley’s ability to create attention-getting non-traditional advertising, which we expect will help us as we expand our brand into new markets,” said client svp, marketing Randy Poindexter.

The shop’s recent work of note includes a riff on YouTube phenom “Dramatic Chipmunk” in a campaign for CarMax. And BooneOakley generated some buzz for itself last year by scrapping its Web site in favor of a channel on the video-sharing venue.

Agency creative director John Boone claims an unusual “personal tie” to Bojangles’: His daughter, a fan of the chicken chain, used the name on a vanity license plate some years back — a story he told (complete with plate dug out of the garage) for the pitch.

The client, also based in Charlotte, operates in 11 mainly Southern states with 465 total locations.

It has worked with various local shops, notably Price McNabb in the past.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.