Zaxbys

Fall, 2024

Zaxbys already has a strong marketing presence, with unique campaigns such as their partnerships with MrBeast or Ghostbusters.

However, when tasked with building campaigns for Zaxbys, and researching areas they can improve in, here’s what I found:

Zaxbys consumers love this brand for their family-oriented values and sense of southern hospitality.

With this insight, I generated the following market strategies that Zaxbys can use, to generate campaigns that lean into family and southern flare:

1. Zaxby’s Family Cookout Zone

In collaboration with the Carolina Country Music Festival, Zaxby’s would sponsor and host the festival’s ZIP Zone, making it the “Family Cookout Zone”.

Promotions for this zone will center around families enjoying the amenities and bonding over their joy for country music.

2. Zaxby’s Southern Fried Pickleball

In sponsoring amateur pickleball competitions along the southern coast, Zaxbys will host the Southern Fried Pickeball tour.

This tour will feature bracket-style pickleball competitions, open to the public to register a team of their friends or family. The winning team will win tickets to the Zaxbys Family Cookout Zone, with runner ups recieving unique in-app rewards.

3. Zaxby’s ‘Family’s Rewarding’ Facebook Group

To reward families for sharing their family traditions and get-togethers , Zaxbys will create the “Family’s Rewarding” Facebook Group.

The Facebook group will host a social media competition, rewarding the family with the most likes with free tickets to Zaxby’s Family Cookout Zone, with runner ups receiving unique in-app rewards. The idea behind this competition is to show consumers that family can be rewarding in a variety different ways, and how fulfilling it is to be spending time with your loved ones is.