Atlanta,
GA – April 2025 / NewsmakerAlert: Sauce
isn’t just a condiment. Sauce is confidence, style and swagger. Georgia-based
chicken chain Zaxbys™ is proving
that they have no shortage of sauce with the launch of “Who’s Got the Sauce?™,”
a creative
campaign that cements Zaxbys as the Saucy Chicken Chain. To help launch
the campaign and inspire others to find their own sauce, Zaxbys is introducing
a new spokesperson, dripping with impeccable style and substance: the Sauce
Boss, played by celebrated actor, author, entrepreneur and producer, Omar
Epps.
The
Sauce Boss is one part style guru, one part life coach, and the foremost
authority on sauce. He is a hype man who helps everyday people find their
SAUCE|–|from
moms in minivans to kids fresh off the soccer field, everyone who interacts
with the Sauce Boss walks away feeling like a BOSS themselves. Our fans
know how to sauce up their lives, but the Sauce Boss is here to help them
find the best way to sauce their Zaxbys.
To
celebrate the launch of “Who’s Got the Sauce?” Zaxbys and its new saucy
wingman are giving flavor fans two new ways to enjoy the SAUCE:
Sauce
Boss Box: Includes four crispy Chicken Fingerz™, Seasoned Crinkle Fries,
two pieces of buttery Texas Toast, Cheddar Bites, two freshly baked chocolate
chip cookies, and a small drink, plus 3 sauces of your choosing for an
average price of $13.99. Available beginning April 28 for a limited-time
only.
Sauce
Sampler Reward: With 12 signature sauces, there are over 480 million
sauce combinations customers can create with Zaxbys lineup. Zaxbys and
the Sauce Boss are so confident there’s a sauce (or combination of sauces)
for everyone that any new or existing Zax Rewardz® members can try
all 12 sauces for FREE for one-week-only starting on April 28, 2025
and ending on May 4, 2025, while supplies last* – including fan favorites
like Zax Sauce®, Tongue Torch®, and Sweet & Spicy.
“At Zaxbys,
our Chicken Fingerz are legendary—but it’s our 12 signature sauces that
truly set us apart. Sauce has always been at the heart of our menu, and
now we’re putting it front and center where it belongs,” said Patrick
Schwing, Chief Marketing and Strategy Officer, Zaxbys. “We’re excited
to introduce the Sauce Boss to our fans and partner with Omar Epps, who
brings his effortless “sauce” and swag to life in this campaign. “Who’s
Got the Sauce?” gives our fans more ways than ever to explore their saucy
side and channel their own Sauce Boss energy.”
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Zaxbys
partnered with its creative agency, Goodby Silverstein and Partners, to
develop the “Who’s Got The Sauce?” creative campaign rooted in Zaxbys identity
as the destination for quality Fingerz and a variety of bold sauces. Zax
fans are comfortable doing it their own way and the new Sauce Boss character
was created to not just help show you how to sauce your life, but how to
sauce your Zaxbys.
“The
new brand campaign gives Zaxbys an ownable voice in the world of QSR,”
says GS&P Chief Creative Officer Margaret
Johnson. “Omar has a natural boss energy which he brings to the role
and it makes his waxing poetic about Chicken Fingerz and life all the more
entertaining.”
Dip
into a Zaxbys near you,
channel that Sauce Boss energy, and show us how you dip, dunk, and drizzle
to create your own flavorful feast. To stay in the know and receive digital
offers throughout the promotion, join Zax Rewardz. Customers can simply
download Zaxbys app on Google Play or the App Store or sign up online at
Zaxbys.com/rewards. For more
information or to find your nearest location, visit Zaxbys.com.
About
Zaxbys Founded
in 1990, Zaxbys™ is committed to serving delicious Chicken Fingerz™, Zalads®,
wings, and signature sauces with Southern hospitality and a modern twist.
Zaxbys has over 970 locations in 17 states and is headquartered in Atlanta,
Ga. For more information, visit Zaxbys.com
or ZaxbysFranchising.com.
