Case Study: Zaxby’s

Introduction:

Zaxby’s is an American fast food chain with over 900 locations. Becoming their first retained influencer agency we worked with them to launch their new Zaxby’s Signature Chicken Sandwich.

The challenge:

With the fast-food sector’s biggest names engaged in a public war and spending huge budgets in an attempt to dominate the market, to say we were in for a challenge is an understatement!

The solution:

We joined the all-agency team and initially focused our efforts on using hyper-local micro-influencers to drive huge uplift in sales in two key test markets; Tennessee and Kentucky.

Following the Instagram-focused test campaign we added a tier-one YouTube layer to the strategy and went big for the national sandwich rollout across 15 States. Our local market understanding was critical in positioning Zaxby’s as the cult challenger brand, joining the battle to wage war, guerrilla style on the established elite.