Who won the 2019 All-Star Game in Charlotte last week? Many observers are saying it was hometown chicken-and-biscuits chain Bojangles’, thanks to an eye-catching billboard we created that garnered more than 30 million impressions across the country. 

Mimicking one of basketball’s most popular pregame  rituals, the billboard celebrated the all-stars of breakfast by showcasing one of Bojangles’ Master Biscuit Makers heroically tossing flour in the air. The billboard used a fog machine to shoot simulated flour in the sky every 20 minutes, demonstrating how often Bojangles’ bakes its fresh, made-from-scratch biscuits. 

To heighten engagement, Bojangles’ asked fans to join in the biscuit-making fun by uploading photos into flour-tossing frames and posting them on social media, using the hashtag #BiscuitBaller for the chance to win prizes. 

As hoops stars and other celebs descended on the Queen City, the internet was buzzing with people sharing photos and video of the billboard, like this tweet. Bojangles’ had more than 20,000 visits to  the sweepstakes site and garnered significant publicity in consumer, sports and foodservice media including Front Office SportsMarketing DiveMediaPost, QSR Magazine and Spectrum News.