Marketing

Zaxby's trolls Philadelphia with Dolph Lundgren ad

Photo: Zaxby's

October 11, 2023

Athens, Georgia-based Zaxby's is putting its own spin on the classic Philly cheesesteak and has tapped Dolph Lundgren to star in an ad campaign geared toward trolling Philadelphia. The city is famous for being the home of the movie, "Rocky," featuring Lundgren playing the villain, who nearly beats Rocky in a boxing match.

"Philadelphia and I have a decades-long history," Lundgren said in a company press release. "So when Zaxby's came to me ready to take on the city's iconic sandwich with a Philly of their own, I knew it would be fun to be part of this campaign."

The chain is replacing beef with its fried or grilled chicken, garlic aioli and a combination of melted American cheese, grilled peppers and onions served on a toasted hoagie roll.

While Zaxby's has over 900 locations throughout the U.S., the closest restaurant is 169 miles away from Philadelphia in Virginia. Undeterred, Zaxby's has brought the Fried Chicken Philly to the City of Brotherly Love via a series of boastful billboards, only in Philadelphia. With lines like "Just like the Philly you know and love, but good," and "Finally, the Philly done right," the campaign has gotten Philadelphians talking, said Patrick Schwing, chief marketing and strategy officer at Zaxby's.

"This sandwich and campaign poses a provocative question: could we as Zaxby's take an iconic sandwich and make it better?" he asked in the release. "When you take on a beloved, iconic sandwich like the Philly, you better be sure it can stand up to even the most discerning critic. After a year of development and testing, we knew we had a sandwich worthy of the name 'Philly'. And what better place to debut this sandwich than Philadelphia? For those who don't believe, we invite you to come to your closest Zaxby's and try it."

So far, the campaign is working. In the first three weeks, the Fried Chicken Philly has beat sales expectations, selling at almost three times the forecasted rate.

Elements of the campaign include the following:

• TV commercials: In a series of spots featuring Lundgren, the action star is shown on the iconic steps of the Philadelphia Art Museum touting the deliciousness of Zaxby's newest sandwich.
• Billboards: Outdoor billboards will run in key locations in Philadelphia unveiling the launch of this disrespectfully delicious sandwich.
• Putting its money where its mouth is, the company is considering setting up a pop-up food truck in the coming weeks in Philadelphia itself, so local residents will be able to judge for themselves which sandwich is the true champion.