Zaxby’s has more than 900 restaurants, and in each store, there are permeant frames next to the menu boards designed to hold various POP efforts throughout the year. We were tasked with creating brand specific art that could hang in those places whenever there wasn’t specific LTO work in its place.
Zaxby’s has about as loyal, rabid and Southern a fan base as you can get. It’s only appropriate that the work be as colorful and spicy as their hand-breaded chicken and sauces. The work also serves as an extension of the menu board so it needed to have appetite appeal as well. We took the approach of showing our famous chicken front and center while serving up some copy ripe with charm you could only find on a wraparound porch with a half-lemonade half-iced tea in your hand, on a hot summer day.
Project success and/or client reaction:Needless to say we articulated what you cannot with a mouth full of their delicious chicken. For a brand whose tagline has been “Indescribably Good,” we received our fair share of compliments and thank yous.