• by Teresa Buyikian , October 16, 2023

The iconic image of boxer Rocky (Sylvester Stallone) pushing it to the limit on the steps of the Philadelphia Museum of Art is held sacred by many a Philly and “Rocky” film fan.

But his former film arch nemesis and Philly antihero is now on those same steps touting Zaxby’s new Fried Chicken Philly.

The Southern chicken brand hired the actor Dolph Lundgren, who played Rocky rival Ivan Drago in several of the franchise’s films, as a spokesperson to tease the city of Philadelphia. The campaign for the new Fried Chicken Philly consists of local TV, outdoor and experiential. Billboards feature Lundgren and copy such as “Just like the Philly you know and love, but good," and "Finally, the Philly done right.”

To further taunt Philadelphians, not ONE of Zaxby’s 900+ chicken restaurants is located within 150 miles of the city. The closest is in Virginia -- though 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.“

The rollout has been a success, beating sales expectations and "selling at almost three times the forecasted rate” in the first three weeks since the campaign launch, according to the company.

"This sandwich and campaign pose a provocative question: Could we as Zaxby's take an iconic sandwich and make it better?" said Patrick Schwing, chief marketing and strategy officer at Zaxby's, in a release. "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.”

Zaxby’s Fried Chicken Philly features fried or grilled chicken, garlic aioli and a combination of melted American cheese, grilled peppers and onions, served on a toasted hoagie roll.