NASCAR Hall of Famer Dale Earnhardt Jr. and multi-Platinum country artist Lee Brice have teamed up to promote two new BBQ versions of the Bojangles chicken sandwich this summer.
The new sandwiches feature a juicy chicken breast hand-breaded with a crispy buttermilk coating and a secret mix of bold spices alongside thick-cut pickles and coleslaw inside a toasted and buttered bakery bun. It also includes a choice of either smokey house BBQ or Carolina Gold sauce.
“I'm from the Carolinas, where BBQ sauce is just a little bit different than what you find in other areas. We have a vinegar-based sauce, where other places are a little sweet or spicy,” said Earnhardt Jr. “I like both, but you can never go wrong with the Carolina Gold.”
“Being from the Carolinas, these Bo’s Chicken Sandwiches have a little heat to them, and a lot of love in them,” said Brice. “They’ve got a spice and a crunch you can’t find anywhere, so these feel like home to me.”
The duo star in a series of commercials that feature the two legends going “splitsies” to promote the new chicken sandwiches.
The use of Lee Brice to promote chicken sandwiches is a good idea, but Bojangles isn’t the first protein to turn to a country star. A 2022 campaign from the National Pork Board showcased country music superstar’s Luke Bryan’s upbringing on a Georgia farm to dispel common misperceptions about the pork industry.
No more bone-in chicken at Bojangles?
Bojangles CEO Jose Armario recently announced that the chain plans to move away from bone-in chicken at new locations to streamline operations. According to this plan, new chicken sandwiches make sense, since they traditionally take less time to cook.
Amario teased the change in a March 2023 appearance on A Deeper Dive podcast.
“Boneless chicken has been on the rise last several years, and it’s almost preferred,” Armario said. “We have lot of demand, but are also stressed on labor side. We have to be productive and efficient to give customers what they want.”
