Zaxby’s puts creative account in review

Restaurant chain Zaxby’s has put its creative account in review, Ad Age has learned. Tombras, which has held the account since 2018, declined to comment on the pitch but said it is “proud of the work and sales growth we have driven for the brand.” A Zaxby’s spokeswoman said: “We regularly evaluate our agency partners to ensure we have the best go-to-market strategy for our brand. As part of our standard process, we have decided to put our creative assignment in review.” Consultancy SRI is leading the pitch, Zaxby’s said. The review comes four months after Zaxby’s put its media account in review after previously working with Empower. That pitch is being led by Burnett Collective. Earlier this week, Tombras launched a Zaxby’s campaign that featured the restaurant campaign teaming up with the tourism organization for Macon, Georgia to reintroduce its milkshakes. Last fall the Knoxville, Tennessee agency led a campaign to promote Zaxby’s by purposefully annoying residents of Philadelphia when it topped the city’s signature Philly cheesesteak sandwich with Zaxby’s chicken. Zaxby’s spent $16 million on U.S. measured-media in the first half of 2023 and $30 million in all of 2022, according to Vivvix, including paid social data from Pathmatics. See all of Ad Age’s 2024 Creativity Award winners here

Zaxby’s puts creative account in review

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