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Alexa Orndoff
904.596.2153
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FANS ‘CELEBRATE’ RETURN OF ZAXBY’S MILKSHAKE AND ‘MOST WANTED’ ZALAD

                                                

FANS ‘CELEBRATE’ RETURN OF ZAXBY’S MILKSHAKE AND ‘MOST WANTED’ ZALAD

 Country Music Star Appears in Popular TV Spots  

ATHENS, Ga. (July 2, 2012) — It’s a summer of celebration for Zaxby’s guests as the chain returns two fan favorites, The Roadhouse Zalad and Birthday Cake Milkshake, as part of its latest limited-time-only promotion. Zaxby’s casts country music star Lee Ann Womack to promote the much-loved menu items in four TV spots that begin airing today.   

 “We strive to offer our guests new and unique menu options, but we also recognize the appeal that many of our past, limited-time menu items have had over the years,” said Zach McLeroy, CEO and co-founder of Zaxby’s. “Reintroducing these old favorites is our way of surprising our guests and giving them another taste of their favorite items.”

The chain continuously interacts with its more than 475,000 Facebook fans who request the return of many of its limited-time menu items.

 “We are constantly seeking feedback from our guests, in person, by email and through social media. Our guests loved the Birthday Cake Milkshake and The Roadhouse Zalad and many were passionate in asking us to bring them back…so we are,” said McLeroy.

Zaxby’s also communicates with its fans about the selection of its newest celebrity to be featured in the chain’s entertaining “Indescribably Good” advertising campaign. Through Zaxby’s Twitter handle @Zaxbys, guests are encouraged to tweet their suggestions with the hashtag #ZaxbysNextCeleb. Womack, known for her award-winning country music, is the newest celeb selected to join the long list of stars who have appeared in recent years.

In two of her TV spots, Womack shares the surprise of the Birthday Cake Milkshake’s indulgent flavor. The cake-batter flavored milkshake is mixed with festive multicolored sprinkles, blended into a delicious frozen treat and finished off with chocolate whipped topping. Zaxby’s guests can once again enjoy the rich and creamy shake, originally introduced in the summer of 2010 to celebrate Zaxby’s 20th year.

Additionally, Womack dines on the Southwestern-inspired Roadhouse Zalad in two commercials. A salad with some giddyup, The Roadhouse features a combination of slow-roasted flavor with a Southwestern grilled chicken breast, a savory blend of fire-roasted corn, black beans and sweet peppers, crispy potato sticks, and cheddar and Jack cheeses served on an abundant bed of fresh greens. The salad is complemented with a side of signature Roadhouse dressing.

 The commercials will begin airing today in 47 markets throughout the chain’s operating area. Keeping with tradition, Zaxby’s Facebook fans received an exclusive look at the spots prior to TV broadcast at facebook.com/zaxbys. Guests can also receive ongoing updates on this promotion and other Zaxby’s news from the company’s Twitter page at twitter.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; Ryan Huffman, senior art director; Coe Douglas, senior copywriter; Kristen Bankert, copywriter; Jen Ross, art director; and Bill Fannin, senior broadcast producer. The celebrity spots were directed by Neil Tardio, shot at Quixote Studios in Los Angeles, California, and editorial work completed by Reel FX in Dallas, Texas.

 As 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. The company ranked number seven in the 2012 Top 10 Excellent Large Fast-Food Chains With 500 Or More U.S. Units Quick-Track study published by Sandelman & Associates. The chain also ranked number five in the nation for total sales and number one in the chicken segment in the 2012 Top 150 Fast-Casual Chain Restaurant Report published by Technomic. Zaxby’s operates more than 550 locations in 13 states, including Alabama, Arkansas, Florida, Georgia, Indiana, Kentucky, Louisiana, Mississippi, North Carolina, South Carolina, Tennessee, Texas and Virginia. For more information, please visit zaxbys.com, facebook.com/zaxbys or follow on Twitter @Zaxbys.

 

About St. John & Partners

St. John & Partners is one of the largest independent agencies headquartered in Florida. As a full-service advertising and public relations agency, St. John & Partners’ clients include American Health Care Association (AHCA) the Florida Lottery, 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.  

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