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Zaxbys Touts Repackaging In First Ads From Goodby Silverstein

 

Available beginning today, Southeastern chicken chain Zaxbys has revamped its Family Packs into Zax Packz, which contain menu items like Chicken Fingerz or Boneless Wings, Crinkle Fries, Texas Toast and a variety of Zaxbys’ signature sauces. The box has also been redesigned, with specially designated spots for sauces and chicken.

Two Zax Packz-featured :15 spots were the first creative effort from Zaxby’s new agency, Goodby Silverstein & Partners (GS&P). In “Not Playing,” the close-ups of the Packz accompany a football game on a TV in the background with the voiceover describing what customers receive in the box on game day. The spot ends on what customers can only get at Zaxbys: the sauce. A second ad, Feature Presentation, is a similar execution around “movie night.”

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Customers can order the Zax Packz online via Zaxbys.com as well as through the Zaxbys app for curbside pickup or delivery.

GS&P won the Zaxbys business in July after a review.

“We are at a pivotal point in our journey as a business, and elevating the Zaxbys brand is a critical ingredient to accomplishing our ambitions of marketing as the catalyst for growth,” said Patrick Schwing, Zaxbys chief marketing and strategy officer in a release at the time. “GS&P has a long track record of enduring creative ideas that are strategically smart, memorable and ultimately drive growth. After an extensive review, it was clear they were the right partner for our future, and we are confident the team will elevate all aspects of our brand.”

The chain has also added several formerly limited-time-only items to its permanent menu, including the Asian Zensation Zalad, Veggie Egg Rolls, The Blue Zalad and Fried Cheesecake Bites.

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