After years of campaigns centered on a “Gotta wanna needa getta hava” jingle/theme, regional QSR Bojangles’ is unveiling a new approach to conveying fans’ unstoppable craving for the brand’s “Famous Chicken ‘n Biscuits.”

TV spots from the chain’s new agency, Charlotte, N.C.-based BooneOakley, play off a new catch phrase, “It’s Bo time.” In each vignette, a very audible stomach growl signals “Bo Time,” triggering a frantic rush to the nearest Bojangles’. And in each case, the call interrupts an activity that would otherwise be considered a fairly urgent priority.

For instance, in one of the new 30-second spots, police pull over and collar a stocking-masked suspect, but immediately take him along on a breakneck race to Bojangles’, where one cop casually Tasers the crook to keep him quiet while the officers bolt for the order counter. Others show characters compelled to answer the rumbling stomach/”Bo Time” call amid a marriage proposal and a frontier-era incipient baby delivery.