After reigniting the Chicken Sandwich Wars with the release of its new Signature Sandwich, Zaxby’s has deployed a military-themed code name generator for brand loyalists. Real-time custom military badges paired with fun, nonsensical names have created a viral sensation on Twitter, where Zaxby’s originally launched its infamous “Y’all ready?” tweet, declaring The Chicken Sandwich War Ain’t Over Yet.

The first code name generator tweet saw a 67 percent increase in engagement and was followed by a Chicken Sandwich War, Name Generator chart that mobilized Zaxby’s legions of fans to come up with their own code names based on their birth month, birthday and first initial. The guerilla social stunt leveraged Zaxby’s quirky brand personality and unleashed a barrage of user-generated content.

Every war, has secret weapons, and the new Spicy Zax sauce is Zaby’s. It combines multiple elements for a balance of pepper and heat-ingredients include flavorful jalapeno and zesty red cayenne. Since the new Signature Sandwich launched in October, 60 percent of guests have chosen Zax Sauce while 40 percent have ordered the new Spicy Zax Sauce-causing dissention within the ranks.

Made with fresh ingredients, the Signature Sandwich is topped with three thick-sliced, crinkle-cut pickle chips and served on a buttery toasted, split-top potato bun with a choice of Zax Sauce or Spicy Zax. For now, it’s only available at Zaxby’s locations Johnson City, Knoxville and Nashville, Tenn. as well as Frankfort, Louisville and Lexington, Ky. and select outposts in Indiana and Virginia.

Fast Casual, Marketing & Promotions, News, Zaxby's