Zaxby’s. The kings and queens of making limited time offers nobody asked for. They came to us with a Fried Chicken Philly. To which we said “That’s an abomination.” But then we got the idea. You know who would hate this? Native Philadelphians. And the more they hate it, the more everyone else will love it. 

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So we took the entire ad budget to Philadelphia. To besmirch their good city, and their good sandwich, in favor of ours.