Zaxby’s selects Goodby Silverstein & Partners as creative agency of record

Restaurant chain Zaxby’s has hired Omnicom Group’s Goodby Silverstein & Partners as its creative agency of record after a competitive four-month review handled by consultancy SRI. GS&P’s New York office will lead the business, with employees from its San Francisco office also contributing to the account. It will launch its first work for the chain this fall. GS&P replaces Tombras, which had held the account since 2018 and did not attempt to defend the business, an agency spokesperson said. GS&P has experience working with quick-service restaurants after an eight-year relationship with Sonic, which ended in 2019. GS&P will be responsible for strategic and creative efforts, helping the Atlanta-based chicken chain build on some “exciting growth and momentum,” according to a Zaxby’s statement. Agency Review Tracker Stay up to date with the latest account reviews Click here In May, Zaxby’s teamed with YouTuber MrBeast to create the brand’s first celebrity meal, The MrBeast Box. Asked about whether GS&P would support similar such campaigns, Zaxby’s Chief Marketing and Strategy Officer Patrick Schwing said the shop would focus on “360-holistic marketing campaigns.” The indie Tombras has created humorous spots for Zaxby’s focused on specific cities, including Philadelphia and Macon, Georgia (video below). Zaxby’s U.S. measured media spend was down 8.2% to $28.6 million in 2023 compared to 2022, according to Vivvix, which includes paid social data from Pathmatics. The company, which was founded in 1990, currently has more than 950 locations in 17 U.S. states. Zaxby’s recently hired Dentsu X as its media AOR following a review managed by the Burnett Collective consulting firm. Empower Media was the incumbent. Dentsu X is focused on growing the company’s brand recognition and expanding the business across new markets with an emphasis on local media strategy. See all of the 2024 Small Agency award winners here “We are committed to clarifying what the Zaxby brand stands for, defining our strategic positioning, and cementing our place in culture with a holistic campaign,” Schwing said in a statement. “To continue building on the company’s exciting growth and momentum, it is critical that we have the right agency partners in place.” Earlier this month, Zaxby’s appointed Chris Kung as its first chief digital officer, tasking the former Dollar General executive with overseeing a new loyalty and e-commerce team, according to a press release. Kung’s role is also designed to relieve Schwing and Chief Technology Officer Mike Nettles, who had previously managed portions of the position. Kung’s appointment comes as the brand leans further into locations that prioritize digital sales. On July 8, it opened a 2,000 square feet drive-thru-only store in Mississippi, its first in the state.

Zaxby’s selects Goodby Silverstein & Partners as creative agency of record

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