Zaxby's

Dolph Lundgren menacingly walking through fog

overview

Zaxby’s Fried Chicken Philly

Putting Zaxby’s fried chicken on Philly’s favorite sandwich? Disrespectful. Putting billboards up in Philadelphia to taunt the city about their favorite sandwich? Savage. Putting this disrespectfully delicious sandwich in the hands of Philadelphia's archnemesis Dolph Lundgren, and then putting him on the Philadelphia Museum of Art steps? Asking for it. The campaign drove press, sales and, in the case of Philadelphia, outrage.

How dare they use Philly to sell this delicious chicken sandwich

Philadelphia Inquirer

Lundgren takes a bite out of Zaxby's new Fried Chicken Philly – a twist on the staple that may upset the natives

Entertainment Tonight

Athens-based Zaxby’s trolls Philadelphia to promote new sandwich

Atlanta Journal-Constitution

“Zaxby’s goes out of its way – quite literally – to dunk on Philadelphia”

Dolph Lundgren standing at the top of stairs celebrating Zaxby's Philly

Results

3X

Sales vs Forecast

494

Earned Media Hits

Dolph Lundgren standing at the top of stairs in Philadelphia

@zaxbys

We hit the streets of Philadelphia to see what they thought of the fried chicken philly. They had a lot to say.

View post on TikTok

Your bell and philly needed fixing. We fixed one.

Finally, the Philly done right

Billboard with the text that reads "Philly, here's a sandwich actually worth naming a city after."

A truck parked outside of Geno's in Philly with a tag line of, "Looking for a great Philly? You're in the wrong place"

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