Zaxby's "Sauce Boss" Campaign Spices Up Chicken Market

Zaxby's Launches "Who's Got The Sauce?" Campaign

Zaxby's is turning up the heat in the chicken market with its new "Who's Got The Sauce?" campaign. Launching April 28th, the campaign features actor Omar Epps as the suave "Sauce Boss." The campaign highlights Zaxby's 12 signature sauces and aims to connect with a diverse range of consumers.

A New Brand Platform

This campaign, developed by Goodby Silverstein & Partners, represents a significant shift for the Georgia-based chicken chain. It serves as the foundation for future marketing efforts, according to Chief Marketing and Strategy Officer, Patrick Schwing. The multi-year development process involved revamping the menu, visual identity, and media program.

Every CMO says 'brand platform,' but who has the longevity and breadth? This campaign has the flexibility to adapt to future needs.

The "Sauce" Behind the Strategy

Schwing explained that the campaign's core message revolves around Zaxby's unique sauce offerings. While many restaurants offer chicken, Zaxby's believes its 12 signature sauces provide a distinct and customizable experience. The "sauce" also represents the brand's energy and charisma.

The campaign aims to be both memorable and persuasive, emphasizing the "craveable" aspect of the food. The Sauce Boss character embodies this idea, encouraging customers to explore different flavor combinations and "find their sauce."

Southern Hospitality 2.0

The campaign also showcases Zaxby's commitment to "Southern Hospitality 2.0." Featuring a diverse range of consumers, the creative reflects the brand's inclusive nature and national growth aspirations.

Navigating a Competitive Landscape

In a crowded chicken market, Zaxby's aims to differentiate itself through its variety and quality, rather than direct competitor comparisons. The "Who's Got The Sauce?" campaign provides a unique and repeatable framework for future marketing initiatives. The Sauce Boss character and distinct restaurant setting create strong brand recognition.

Focusing on the Guest

Schwing emphasized the importance of guest-centric decision-making in navigating the complex challenges of the current market. By prioritizing guest needs and motivations, Zaxby's aims to build lasting brand loyalty.