Zaxbys’ CMO on breaking through the chicken category with ‘sauce’

 

Zaxbys will ask — and answer — the question “Who’s Got The Sauce?” with a campaign that launches April 28, per details shared with Marketing Dive. New creative introduces a suave brand character, the Sauce Boss, played by actor Omar Epps (“House,” “Love & Basketball”), who embodies the chain’s 12 signature sauces and helps a range of consumers — a new dad, recreational league basketball players or a couple digging into salads and sandwiches — find the “sauce” in their own lives. “Who’s Got The Sauce?” spans TV, online video, social and digital channels. The campaign represents the first work from creative agency Goodby Silverstein & Partners, which was awarded the Georgia-based chicken chain’s business in July 2024. It’s also intended to be the creative base of future marketing efforts, said Patrick Schwing, chief marketing and strategy officer at the chain.