Food & Beverage

Zaxby's reignites Chicken Sandwich Wars

Provided

October 27, 2020

A year after the Chicken Sandwich Wars broke out on Twitter, Zaxby's has fired an artillery shot with its "Y'all ready?" tweet, declaring that "The Chicken Sandwich War Ain't Over Yet."

"Zaxby's new Signature Sandwich has been 30 years in the making," CMO Joel Bulger said in a company press release. "It's a natural brand evolution for us, perfecting the size, taste and flavor profile of this indescribably delicious chicken sandwich. We know the competition is fierce, but we're also confident that once you try it, there's no going back."

The company conducted consumer research on chicken sandwiches and said it found that size matters, so Zaxby's created a multi-faceted ad campaign. On Oct. 26, the company fired off the tweet that it said reignited the chicken sandwich wars. Additionally, an advertising campaign launched Monday in broadcast and digital media channels, with supplemental efforts rolling out in the coming weeks.

Further, the company is sending its team members into battle, dressed in Chickenflage uniforms ,as part of the war-themed campaign launch. As with any war plan, some secrets won't be revealed until the last moment, Dooley Tombras, president of Tombras, Zaxby's creative agency of record, said in the release.

"Anyone who thought the chicken sandwich wars were over, consider this your notice," he said. They've only just begun. As a challenger brand, we're taking a big shot and we created a campaign big enough to match the size of the new Signature Sandwich. This is just the opening salvo."

Made with fresh ingredients, the Signature Sandwich features double hand-breaded 100% white breast meat and is served on a split-top bun with three thick-sliced pickle chips and a choice of Zax Sauce or Spicy Zax Sauce. The sandwich is also available as a meal with crinkle fries and a 22 oz. drink. Prices may vary by location.

Every war has secret weapons, and the Spicy Zax sauce is Zaxby's, according to the release. It combines multiple elements for a balance of pepper and heat, the release said — ingredients include jalapeño and red cayenne. The heat level of the sauce is in line with Zaxby's Tongue Torch.

The sandwich is only available in Nashville, Knoxville and Tri-Cities, Tennessee, as well as Louisville and Lexington, Kentucky, markets while supplies last. The national rollout is coming soon.

"We'd share the date but that's classified information," Bulger said.