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Zaxby's partners with Mike Ditka, Herschel Walker on sandwich relaunch
October 1, 2009
Zaxby's has announced the return of its Bourbon Chicken Sandwich and enlisted the help of NFL-famed Mike Ditka and Herschel Walker to promote the offering. Ditka and Walker will lend their personalities to the chain's latest cycle of celebrity commercials.
Along with Ditka and Walker, the TV spots feature the Bourbon Chicken sandwich, made of marinated chicken strips covered in a sweet bourbon glaze, with provolone cheese on Texas toast. The sandwich also is a feature of the Meal Dealz lineup and comes with Crinkle Fries and a drink.
The commercials will air starting Oct. 5, but the chain is giving its Facebook fans a sneak peak by debuting them on the popular social networking site on Friday at 10 a.m. atwww.facebook.com/zaxbys.
Along the football theme, Zaxby's has debuted an interactive tailgating Web site atwww.zaxbystailgate.com. Visitors to the site can enter to win a $1,000 Visa gift card to plan their fall football getaway, play a football-toss game, use the "Touchdown Dance Yourself" tool to share tailgate spirit with friends, and download a tailgate party planning form or the Zaxby's ringtone.
St. John & Partners, Zaxby's agency of record since 2003, created the award-winning campaign that began by capturing real people's unscripted reactions to eating Zaxby's food.
The celebrity spots were directed by David Kellogg and shot at Essanay Studios. Zaxby's is headquartered in Athens, Ga., and has more than 485 restaurants operating in 11 states.
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