Bojangles revs up fresh image with Dale Earnhardt Jr. as pitchman

CHARLOTTE — Iconic Southern chicken-and-biscuits chain Bojangles is out with a fresh look — and a new pitchman in hometown celebrity Dale Earnhardt Jr.

The branding revamp includes new advertising and a refreshed logo, food packaging, uniforms and in-store visuals, according to a news release yesterday.

Bojangles — which ditched the apostrophe from its name earlier this year — is calling Earnhardt its first-ever “official, legendary, celebrity voice of Bo Time,” a familiar tagline for the brand.

The former most popular driver in NASCAR, who has been involved in multiple ventures since retiring from the track in 2017, will promote Bojangles on his social media and other digital platforms.

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