Zaxby's Fried Chicken Philly: A Case Study in Boosting Sales and Media Buzz

Much like a chicken's journey from farm to table, Zaxby's innovative Fried Chicken Philly took a path from conception to a marketing triumph. 

This delicious creation did more than satisfy hunger; it ignited media buzz and drove sales to new heights. 

By combining the comfort of fried chicken with the beloved flavors of a Philly cheesesteak, Zaxby's crafted a dish that captured the imagination and taste buds of their audience. 

In this article, you'll discover the strategic steps Zaxby's took to leverage this unique menu item.

You'll also learn how this approach not only increased foot traffic and sales but also elevated brand visibility and customer engagement. 

Get ready to uncover the secrets behind Zaxby's culinary success and see how creative innovation can transform a simple idea into a powerful business driver.

1. The Unconventional Idea: Fried Chicken on a Philly Cheesesteak

At the heart of the campaign was a bold, almost sacrilegious, idea: replacing the traditional beef in a Philly cheesesteak with Zaxby’s signature fried chicken. 

To many Philadelphians, this was not just a culinary twist but a direct affront to their beloved sandwich. Zaxby's recognized this emotional connection and strategically played into it.

2. Provocative Billboards: Taunting the City of Brotherly Love

Zaxby's took their campaign to the streets of Philadelphia with a series of provocative billboards. 

These billboards didn’t just advertise the new sandwich; they taunted the city. 

By positioning themselves as the audacious outsider challenging a local culinary icon, Zaxby’s sparked curiosity and controversy. 

The billboards were strategically placed to ensure maximum visibility and impact, catching the attention of locals and the media alike.

3. Celebrity Endorsement: Dolph Lundgren as the Face of the Campaign

To escalate the campaign, Zaxby’s enlisted Dolph Lundgren, famously known for his role as the Russian boxer Ivan Drago in "Rocky IV" — a character that embodies the antithesis of Philadelphia’s underdog spirit. 

Lundgren's presence in the campaign was a masterstroke, as it played on his historical rivalry with the city’s favorite fictional son, Rocky Balboa.

In a series of promotional videos, Lundgren was seen enjoying the Fried Chicken Philly on the steps of the Philadelphia Museum of Art, a location iconic to the "Rocky" films. 

This visual alone was enough to stir a mix of nostalgia and irritation among Philadelphians. 

The juxtaposition of Lundgren, the ultimate rival, and the iconic steps was a potent image that resonated widely.

4. Media Frenzy and Public Outrage: Driving Press Coverage

The campaign’s controversial nature naturally attracted media coverage.

News outlets and social media platforms buzzed with discussions about Zaxby’s audacious move. 

The outrage and debate it sparked in Philadelphia amplified the campaign's reach, drawing attention from far beyond the city limits.

Zaxby's understood that in the world of marketing, controversy can be a double-edged sword, but they wielded it expertly. 

The negative reactions in Philadelphia only served to heighten interest and curiosity elsewhere. 

People wanted to know what the fuss was about and, more importantly, how the Fried Chicken Philly tasted.

5. Sales Spike: Turning Controversy into Profit

Controversy often leads to curiosity, and curiosity can drive sales. 

The Fried Chicken Philly became a must-try item, not just for its unique twist on a classic but also because of the buzz surrounding it. 

People who might not have otherwise considered visiting a Zaxby’s were now intrigued.

The campaign effectively turned a local controversy into a nationwide talking point, drawing customers into Zaxby’s restaurants across the country. 

Sales figures soared as people flocked to try the sandwich that had stirred so much emotion and discussion.

Conclusion

Zaxby’s Fried Chicken Philly campaign is a textbook example of how to leverage controversy and cultural touchstones to create a powerful marketing narrative. 

By daring to challenge a beloved local tradition and using a well-known celebrity to amplify the message, Zaxby’s generated significant press coverage and a sales spike. 

The campaign's success lay in its ability to provoke strong emotions, making the Fried Chicken Philly more than just a sandwich — it became a cultural talking point. 

In the end, Zaxby’s showed that sometimes, to make a big impact, you have to be willing to ruffle a few feathers.

What do you think about Zaxby’s bold marketing move? 

Have you tried the Fried Chicken Philly yet? 

Share your thoughts and experiences in the comments below. 

If you found this article interesting, don’t forget to share it with your friends and followers. 

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