News

Zaxby's leverages star power for new ad campaign

April 4, 2011

Zaxby's has enlisted two celebrities for its latest TV advertising campaign. Ryan Stiles, best known for his work on "Whose Line Is It Anyway?" and "The Drew Carey Show," will promote the limited-time return of the Birthday Cake Milkshake, and Giuliana Rancic, E! News host, will pitch The Blue, a popular salad.

Currently appearing in the CBS comedy "Two and a Half Men," Stiles reintroduces the cake-batter-flavored milkshake. Created last summer as an LTO in honor of Zaxby's 20th anniversary, the shake quickly became a top seller.

"The milkshake was a huge hit with our guests last summer," said Zach McLeroy, CEO and founder of Zaxby's. "Fans have been longing for its return and we're happy to give them another taste of this delicious treat."

Rancic is known for her red carpet interviews and Style Network reality show "Giuliana and Bill," where she appears alongside her husband, the first-season winner of NBC's "The Apprentice."

In her commercials, she praises the flavor of The Blue, which features a bed of mixed greens, red cabbage, carrots, Roma tomatoes, blue cheese crumbles and fried onions, complemented by the restaurant's Texas toast. This "Zalad" is a core item on the restaurant's menu, and it can be topped with the chain's Buffalo Fingerz or blackened chicken.

The commercials began airing this week in 46 markets through the chain's 12-state operating area. Zaxby's nearly 300,000 Facebook fans received an exclusive look at the spots prior to TV broadcast.