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Case study video
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.
So we took the entire ad budget and took it to Philadelphia. To besmirch their good city, and their good sandwich, in favor of ours.
And they hated it.
Which was great.
Because that made everyone else love it
The home of the Philly, and all they could take about was the Fried Chicken version 169 miles away
Agency: Tombras
ECD: Avi Baliga
ACD: Chad Ford, Louie Spivak
Copywriter: Carter Halvorsen
Art Director: Gwynie Bahr
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