The “Chicken Sandwich War” was all the rage in 2019. And while other brands stole most of the headlines, the folks at Zaxby’s were already hard at work creating their own “Signature” chicken sandwiches—one that incorporated the iconic Zax Sauce, and another that featured a brand-new Spicy Zax Sauce.
When the sandwich was finally ready for launch in 2020, the client asked for a campaign to remind consumers that the “Chicken Sandwich War” was just getting started. We created a military-themed TV campaign, custom-engineered “Chickenflage” uniforms, and military-issue bunk blankets (because after a sandwich this BIG, you’ll definitely need a nap), and that was only the beginning (we’re saving some ammo for 2021).
Initial results couldn’t have been more encouraging—with an overwhelming amount of trade and consumer publication coverage, and best of all, sandwich sales up more than 500%.