Zaxbys Hires Goodby Silverstein & Partners as Agency of Record

Today Zaxbys, the premium quick-service restaurant primarily known for its Chicken Fingerz and 12 signature sauces, announced it has hired Goodby Silverstein & Partners to help drive its business and brand into the future. GS&P will be responsible for leading the chicken-focused QSR challenger brand’s strategic and creative marketing efforts, in service of continuing to build on the company’s exciting growth and momentum.

“We are at a pivotal point in our journey as a business, and elevating the Zaxbys brand is a critical ingredient to accomplishing our ambitions of marketing as the catalyst for growth,” said Patrick Schwing, Zaxbys chief marketing and strategy officer. “GS&P has a long track record of enduring creative ideas that are strategically smart, memorable and ultimately drive growth. After an extensive review, it was clear they were the right partner for our future, and we are confident the team will elevate all aspects of our brand.”

As a pioneer in putting chicken fingers and sauce at the heart of its menu, Zaxbys has cemented its place in the hearts of customers throughout more than 950 locations in the southeastern US. Over time, its menu has expanded to include 12 distinct sauces - all designed to pair perfectly with its chicken - salads, sandwiches and more. As the challenger brand looks to continue expansion, it has invested in creative ideas that inject the brand into culture, including its new partnership with the world’s #1 YouTuber MrBeast, which has been wildly successful.  

“We have a track record of helping QSR brands accelerate growth, and Zaxbys has all the special ingredients to do just that. We love the brand’s challenger attitude and know we will create work that is distinct from the competition,” said Margaret Johnson, chief creative officer of GS&P. “We felt an immediate connection with the team and look forward to infusing the Zaxbys brand into culture and propelling their business forward.” 

GS&P will run the account with a mix of talent from its SF and NYC offices, with the latter taking a leadership role. This AOR win is one of a few wins for GS&P in the first half of 2024 - more announcements to follow.

GS&P has a reputation for inserting brands into pop culture and creating work that people care about. The agency had four of the top spots in this year’s Super Bowl, where they celebrated mullets for Kawasaki, had the world 'Talkin’ like Walken' for BMW and inspired consumers to 'Have a Blast' with Aubrey Plaza. The agency recently launched a program that is sponsoring celebrities’ fingertips for Cheetos with their 'Sponsortips' campaign. The Zaxbys win also builds on GS&P’s previous QSR experience for Sonic.