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.