Key Findings
- “Sauce Boss” is a brand persona. Zaxby’s nails it by creating a character that represents flavor, fun, and confidence, not just promoting chicken.
- They turn flavor into a brand differentiator. Claiming the title of “Saucy Chicken Chain” gives them a distinct voice.
- Campaign ties directly to product experience. The Sauce Boss Box and 480M sauce combos are doing storytelling through the menu.
Zaxby's turns up the flavor and the flair with a bold new campaign starring spokesperson Omar Epps as the "Sauce Boss."
The stylish flavor guru is on a mission to help America rediscover its sauce. Created by Goodby, Silverstein & Partners, the campaign introduces "Who's Got the Sauce?"
This creative platform repositions Zaxby's as the "Saucy Chicken Chain," setting it apart from its regular old competitors.
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At the heart of the push is the Sauce Boss himself: part hype man, part life coach, and full-time flavor authority, played with tongue-in-cheek charm by actor, producer, and entrepreneur Omar Epps.
In a statement, Zaxby's CMO Patrick Schwing highlighted the rationale behind the campaign. "Sauce has always been at the heart of our menu. Now we're putting it front and center with more flavor — and flair — than ever before."
Last May, the brand teamed up with YouTuber MrBeast to launch a special box meal, Meanwhile, Firehouse Subs launched its own saucy spot after reviving its beloved hot sauce bar.
480 Million Ways to Sauce It
In a series of irreverent spots and social activations, Epps channels effortless swagger to help everyday people find their "sauce."
Whether they're stressed-out soccer moms or post-game players looking to sauce up their order, the Sauce Boss is there to hype them up.
A 30-second anthem spot sees Epps inside a Zaxby's, where he highlights the many kinds of "sauce" people can have in their order preference, as well as their style.
Meanwhile, in "Dunk City," the sauce boss points out a basketball player who airballed the game winning shot just an hour ago. Now in Zaxby's, he's regained his confidence by dunking all over his teammates with multiple sauces.
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To launch the campaign, Zaxby's is giving fans two new reasons to sauce boldly.
First up is the Sauce Boss Box, a limited-time combo that includes Chicken Fingerz, crinkle fries, cheddar bites, cookies, a drink, and three sauces of your choice, starting April 28 at an average price of $13.99.
Second is a Sauce Sampler Reward, letting any Zax Rewardz member try all 12 of the chain's signature sauces for free between April 28 and May 4, while supplies last.
With flavor profiles ranging from Zax Sauce and Tongue Torch to Sweet & Spicy, Zaxbys says there are more than 480 million possible sauce combos — enough to find the exact drip that matches your vibe.
The campaign rollout includes TV, digital and social, with the Sauce Boss character helping Zaxbys carve out a more "ownable" brand voice in the QSR space.
