Zaxbys' CMO on breaking through the chicken category with ‘sauce' [Yahoo! Finance]
Omnicom Group Inc. (OMC)
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Source: Yahoo! Finance
Zaxbys will ask — and answer — the question “Who's Got The Sauce?” with a campaign that launches April 28, per details shared with Marketing Dive. New creative introduces a suave brand character, the Sauce Boss, played by actor Omar Epps (“House,” “Love & Basketball”), who embodies the chain's 12 signature sauces and helps a range of consumers — a new dad, recreational league basketball players or a couple digging into salads and sandwiches — find the “sauce” in their own lives. “Who's Got The Sauce?” spans TV, online video, social and digital channels. The campaign represents the first work from creative agency Goodby Silverstein & Partners, which was awarded the Georgia-based chicken chain's business in July 2024. It's also intended to be the creative base of future marketing efforts, said Patrick Schwing, chief marketing and strategy officer at the chain. “Every CMO says ‘brand platform,' and the question is, who's got the longevity and the breadth, no matter what you bring to
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