Zaxby’s may have 14 different sauces on the menu, but it’s their signature Zax Sauce that fans are crazy about. So, when they decided to roll out a spicy version of the name-brand sauce, we knew we needed some OOH that would bring the heat.
Instead of pitching Spicy Zax Sauce as something entirely new, we borrowed equity from the classic. We also wanted to make sure that we weren’t positioning this as a replacement, but instead as something that customers would love as much as the original. The winning ingredients were simple – a hot shot of the product and a spicy headline.
So, did we bring the heat? Yes, we did. Spicy Zax Sauce was an instant classic with customers, with sales nearly rivaling that of Zax Sauce.