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CHARLOTTE, Nc. - Bojangles' Famous Chicken 'n Biscuits broke new radio and TV spots featuring two of its most recognizable marketing "employees": Betty the Biscuit-- Making Goddess and a puppet named The Li'l Guy.
The ad characters are promoting the chain's biscuit products and chicken meals in 12 new commercials, which will run through the summer. Bojangles' also broke three additional TV spots consisting of food photography backed with the chain's "Bo Gumbo" jingle.
The food-and-music spots were put into rotation with the others so that consumers don't tire of the ad characters, especially The Li'l Guy, an armless rooster puppet, which appears in a majority of the TV ads. The food-focused ads also are a hit with franchisees.
"Our franchise community loves those spots, especially the older franchisees," said Randy Poindexter, senior vice president of marketing. Of the chain's 288 units, 132 are franchised.
Poindexter...