Chicken-focused Quick Service Restaurant chain Zaxbys has appointed Goodby Silverstein & Partners as its new creative agency of record.  

The win follows the brand’s decision in May to shift media duties to Dentsu X from Empower Media. On the creative side the brand had been working with Tombras.  

Zaxbys—which recently eliminated the apostrophe from its name—spends and estimated $27 million annually on measured media according to agency research firm COMvergence. About $15 million is earmarked for digital.  

Patrick Schwing, Zaxbys Chief Marketing and Strategy Officer, stated, “GS&P has a long track record of enduring creative ideas that are strategically smart, memorable and ultimately drive growth.”  

The agency also has QSR experience, including an eight-year run with Sonic that wrapped in 2019. It also had several spots in this year’s Super Bowl including work for Kawasaki and BMW.   

The account will be led from GS&P’s New York office with input from staffers based In San Francisco.   

Zaxbys has 950 locations primarily in the Southeast.