Restaurant Zaxby's Brings Guy on a Buffalo Back for Collage Football Playoffs

Georgia-based Zaxby has launched its latest work. It’s a deep cut campaign from Tombras, the creative AOR for the premium quick-service restaurant. 

The campaign is titled 'Guy On A Buffalo Wing', and is an homage to the now-famous 'Guy on a Buffalo' YouTube videos created by the band Jomo and the Possum Posse.

Tombras brought Jomo and the band back together for the campaign, re-imagining the original—this time with a guy on a buffalo…wing. 

The campaign launched at last night’s College Football Playoff National Championship Game in which Georgia defeated Alabama 33-18. The spot ran nationally on ESPN, and will also air regionally during the Super Bowl. 

The campaign serves to introduce Zaxby’s new Buffalo Garlic Blaze signature sauce alongside the Boneless Wings Meal. 

Narrated to an original folk song by band Jomo & The Possum Posse, the spots depict a lone cowboy riding a buffalo wing while discovering a Boneless Wings Meal from Zaxby’s, featuring the new Buffalo Garlic Blaze sauce. The supporting cast of curious characters also includes a bobcat, squirrel, fox, and hedgehog.

So far the campaign is having its intended effect, with fans of Zaxby’s and the original Guy on a Buffalo films basically losing their minds on the internet. 

The campaign was concepted by Knoxville-based independent Tombras, Zaxby’s creative AOR. 

 “With launching the new Buffalo Garlic Blaze sauce, we saw an opportunity to create a campaign that is a little unexpected while still staying true to Zaxby’s brand," said Dooley Tombras, president at Zaxby's creative agency of record, Tombras. "Guy on a Buffalo Wing is impossible to look away from, the kind of campaign that will make diners wonder what they're missing and have to try it for themselves.”

Zaxby’s Fanz (members of the restaurant’s loyalty club) looking to follow the Guy On A Buffalo Wing on its journey may visit guyonabuffalowing.com or Zaxby’s social accounts for more content, along with the chance to purchase/win select merchandise and “Guy On A Buffalo Wing” branded giveaways. Zaxby’s Fanz can also enjoy a variety of rewards and benefits through the upgraded loyalty program, Zax Fanz Club.

“Our new, bold Buffalo Garlic Blaze flavour profile was inspired by a culinary concept to incorporate aspects of spicy garlic and creamy style buffalo sauce, combining authentic ingredients such as peppers, vinegar and salt from hot sauce with fresh garlic and buttery notes to round out the flavour,” said Zaxby’s CMO Joel Bulger. “By originating the Guy on a Buffalo Wing, we wanted to generate a campaign as memorable as our new sauce.”