Zaxby’s recent Zax Sauce for Life promotion, which included auctioning off an exclusive single bottle of its signature Zax Sauce, resulted in a winning bid of over $30,000, all of which was donated to the Boys’ and Girls’ Clubs of America. The winner (who asked to remain anonymous) also received a lifetime supply of the sauce in addition to the collector’s bottle signed by Zaxby's founder and sauce creator Zach McLeroy.
Marketing efforts for the promotion by Zaxby’s AOR Tombras consisted of foodie influencers and additional executions to tout the contest with content on social media, including Instagram, TikTok, Facebook and X.
The brand partnered with three online creators: Alyssa Fagien aka @ATL_bucketLIST, an Atlanta-area expert and foodie with 330k followers, Meghan Lynn Basford, aka @meghanlynncontent, creator of the “South in Your Mouth” series with 339k followers and Sarah Margaret Sandlin, aka @sarahmargareteats, a consummate foodie with 221k followers.
Each creator was asked to make a short-form video showcasing Zax sauce and the custom ramekins that the Tombras team created to hold the sauce. @meghanlynncontent’s video can
be viewed here.
Additional social efforts included incorporating guest comments into the campaign’s TikTok announcement, which gained 500k video views, a 1,662% increase in engagement. On X, posts generated over 40k impressions. Tombras brought in agency Crave to further engage Instagram fans, generating 78% increase. On Facebook the agency showed hero bottle shots, which received more than 2.4 million impressions and drove over 80% of social traffic to the sauce auction.