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| Zaxby’s Trolls Entire City of Philadelphia in Campaign Starring Dolph Lundgren for New Fried Chicken Philly Sandwich | “Philadelphia and I have a decades long history,” said Dolph Lundgren, star of the new advertisements. “So when Zaxby’s came to me ready to take on the city’s iconic sandwich with a Philly of their own, I knew it would be fun to be part of this campaign.” After all, the mere existence of the saucy new Fried Chicken Philly is fuel for some spirited debate about the reign of the Philly cheesesteak. To spur the conversation, the brand decided to go all in, daring to show off its mouthwatering sandwich in Philadelphia itself. While Zaxby’s has over 900 locations throughout the U.S., the closest restaurant is 169 miles away from Philadelphia in Virginia. Undeterred, Zaxby’s has brought the Fried Chicken Philly to the City of Brotherly Love via a series of boastful billboards, only in Philadelphia. With lines like “Just like the Philly you know and love, but good,” and “Finally, the Philly done right,” the campaign has gotten Philadelphians talking. “This sandwich and campaign poses 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. “When you take on a beloved, iconic sandwich like the Philly, you better be sure it can stand up to even the most discerning critic. 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. For those who don’t believe, we invite you to come to your closest Zaxby’s and come try it.” And so far, the campaign is working. In the first three weeks, the Fried Chicken Philly has beat sales expectations, selling at almost three times the forecasted rate. Putting its money where its mouth is, the company is even 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. Elements of the campaign include the following:
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Zaxby’s
turning up the heat with its latest limited time offer – the Fried Chicken Philly. The new sandwich is an elevated twist on the original Philly cheesesteak, featuring Zaxbys’ signature fried or grilled chicken, savory garlic aioli, and a combination of melted American cheese, grilled peppers and onions served on a toasted hoagie roll. In a bold move, Zaxby’s is taking the opportunity to playfully jab at the city of Philadelphia with its new menu offering. “Finally
the Philly done right – and it took a Southern brand famous for its fried
chicken to do it,” said Patrick
Schwing, chief marketing and strategy officer at Zaxby’s. “We’re so
confident in our Fried Chicken Philly that we believe even die-hard Philadelphians
will agree that it’s undeniably delicious.”
 Famous for its fierce loyalty to the traditional cheesesteak, Philadelphia is a city that takes its sandwiches seriously. The City of Brotherly Love served as inspiration for Zaxby’s to put its own spin on an icon. The Fried Chicken Philly is a fusion of traditional Philly flavors taken to the next level with Zaxbys’ famous hand-breaded chicken, marinated for 12 hours and cooked to perfection, ensuring crispiness and flavor in every bite. The garlic aioli adds a creamy and zesty element, complementing the craveable combination of melted cheese, grilled peppers and onions. Starting at $7.29, the sandwich is available at participating locations for a limited time only while supplies last. “We know there’s a spirited debate about cheesesteaks in Philadelphia, and we wanted to have a little fun with it,” added Schwing. “We’ve been perfecting fried chicken since 1990, so our take on this classic sandwich is sure to satisfy cravings and keep people coming back for more. Stay tuned.” About
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