Industry News | January 10, 2012

“SNL” Actress Rachel Dratch is Hungry for Zaxby’s

Zaxby’s, at the request of its beloved fanatics, is returning its Fried Pickles and featuring its Chicken Finger Sandwich Meal as part of the chain’s latest promotion.

The much-loved menu items will be promoted by the chain’s newest fanatic, Rachel Dratch, best known for her career on the late-night television sketch comedy “Saturday Night Live.” Dratch expresses her hunger for Zaxby’s in four TV commercials that will begin airing today.

“We are constantly getting feedback from our fans,” says Zach McLeroy, CEO and founder of Zaxby’s. “They have told us they love the Chicken Finger Sandwich Meal and have been pleading for the return of our Fried Pickles. With the feature of these two Southern favorites, we are happy to give our loyal fans exactly what they have asked for.”

The chain’s more than 400,000 Facebook fans have been longing for the return of the Fried Pickles, as has Dratch, the 45th celebrity to join the chain’s ongoing “Indescribably Good” ad campaign.

In her commercials, Dratch praises the return of the Fried Pickles, a lightly breaded and fried snack served with ranch dressing. The Fried Pickles complement any meal as a Zappetizer or side, and are available for a limited time only.

Dratch also professes her love for the Chicken Finger Sandwich Meal, which features three delicious chicken fingers, Zax Sauce, and lettuce served on a toasted brioche bun. The savory sandwich is a core item on the Meal Dealz lineup, and is served with Crinkle Fries and a 22 oz. drink.

To make things sweeter for Zaxby’s fans, the company has also introduced a freshly baked and deliciously tempting brownie made with chocolate chunks. The brownie will join Zaxby’s current sweet treats on its dessert menu, including its variety of cookies and rich and creamy hand-blended milkshakes.

Each of the commercials will air in 46 markets through the chain’s 12-state operating area. Keeping with tradition, Zaxby’s Facebook fans received an exclusive look at the spots prior to TV broadcast at www.facebook.com/zaxbys. Guests can also receive ongoing updates on this promotion and other Zaxby’s news from the company’s newly launched Twitter handle, @Zaxbys.

St. John & Partners, Zaxby’s agency of record since 2003, created the award-winning, ongoing celebrity campaign that grew from capturing real people’s unscripted reactions to eating Zaxby’s food. The creative team for the television spots included David Bonner, executive director; Kristin Bankert, copywriter; Jen Ross, art director; and Bill Fannin, senior broadcast producer. The celebrity spots were directed by Randy Hackett, shot at Broadway Studios in Brooklyn, New York, and editorial work completed by Radium in Dallas.