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Alexa Orndoff
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ZAXBY’S ADDS LIMITED-TIME-ONLY SPECIALTY MILKSHAKE AND MEAL DEAL FOR THE SUMMER

Top-Notch Celebs to Feature New Menu Items in Chain’s TV Spots

Strawberry Cheesecake Milkshake Sweet & Smoky Sandwich  

ATHENS, Ga. (June 27, 2011) — Zaxby’s brings another specialty Milkshake and Meal Deal to the table with the unveiling of its new Strawberry Cheesecake Milkshake and Sweet & Smoky Sandwich Meal, which debut in restaurants June 27. To tout the new limited-time-only menu items, Zaxby’s has tapped the talent of actor Michael Clarke Duncan and Disney star Chelsea Kane to appear in the company’s TV commercials.

“We’re excited to roll out two unique versions of the all-American favorite milkshake and chicken sandwich,” said Zach McLeroy, CEO and co-founder of Zaxby’s. “The flavor combinations of these two menu items are sure to make new favorites among many of our guests.”

Best known for his role in “The Green Mile”, Academy Award and Golden Globe nominee Michael Clarke Duncan joins the chain’s celebrity roster to feature the new Sweet & Smoky Sandwich Meal. The limited-time-only sandwich features the company’s popular Chicken Fingerz on Texas Toast, drizzled with sweet Honey and Smoky Mustard sauces. Joining the Meal Dealz line up for a limited time, the sandwich is served with Crinkle Fries and a 22 oz. drink.

“Dancing with the Stars” contestant Chelsea Kane, also known for her starring role in “Bratz: The Movie”, plugs the Strawberry Cheesecake Milkshake in the new TV spots. Available for a limited time only, the creamy, hand-blended anytime snack and dessert combines the creamy flavors of strawberries and cheesecake, topped with whipped cream.

The spots will begin airing in most Zaxby’s markets the week of July 4, but the company’s Facebook fans will get a sneak peek at 12 p.m. on Friday, July 1, at www.facebook.com/zaxbys.

St. John & Partners, Zaxby’s agency of record since 2003, created the award-winning, ongoing celebrity campaign that grew from capturing real people’s unscripted reactions to eating Zaxby’s food. The creative team for the television spots included David Bonner, executive creative director; Kristen Bankert, copywriter; Jen Ross, art director; Hank Champion, copywriter; Robert Haines, art director; Aaron Peacock, art director; and Bill Fannin, senior broadcast producer. The celebrity spots were directed by Neil Tardio, shot at Quixote Studios in Los Angeles, and editorial work completed by Optimus and Method Studios in Los Angeles.

One of the first fast-casual restaurants, Zaxby’s offers menu items that are prepared at order. Zaxby’s most popular items are its hand-breaded chicken fingers and its jumbo Buffalo wings smothered in a choice of nine sauces with names like Wimpy, Tongue Torch, Nuclear and Insane. The menu also offers innovative Zappetizers like Spicy Fried Mushrooms and Tater Chips; freshly prepared Zalads; unique sandwiches; Party Platterz; and Milkshakes.

About Zaxby’s

An alternative to fast food, Zaxby’s offers its guests prepared-at-order Chicken Fingerz, Jumbo Buffalo Wings, sandwiches, Zalads and Zappetizers, along with a variety of nine sauces ranging from Wimpy and Tongue Torch to Nuclear and Insane. Childhood friends Zach McLeroy and Tony Townley hatched the Athens, Ga.-based chain in 1990 to provide a fun, relaxing atmosphere that would keep guests coming back for more. Zaxby’s operates nearly 525 locations in 12 states, including Alabama, Arkansas, Florida, Georgia, Indiana, Kentucky, Mississippi, North Carolina, South Carolina, Tennessee, Texas and Virginia. For more information, visit www.zaxbys.com.

About St. John & Partners

According to “Advertising Age,” St. John & Partners is the largest independent general market agency headquartered in Florida. As a full-service advertising and public relations agency, St. John & Partners’ clients include the Florida Lottery, Terrell Hogan, P.A., Winn-Dixie and Zaxby’s. St. John & Partners is a member of the MAGNET Global Network and the WORLDCOM Public Relations Group. MAGNET is comprised of 40 independent advertising agencies in North and South America, Europe, Asia and the Pacific Rim. WORLDCOM is a network of independent public relations agencies with more than 100 offices throughout the world.