Zaxby’s employs Pro Football Hall of Famer and NFL analyst Terry Bradshaw in its latest television commercials touting the popular Kickin’ Chicken Sandwich.
Though primarily known for its chicken wings and unique dipping sauces, in recent years, the fast-casual chicken chain has heavily promoted the Kickin’ Chicken Sandwich in its advertising campaigns. In a news release announcing the Bradshaw-centered spots, Zaxby’s CEO and co-founder Zach McLeroy describes the sandwich — a mix of several of the restaurant’s staples, including fried chicken strips, Tongue Torch buffalo wing sauce and Texas toast — as his favorite menu offering and one that “truly represents Zaxby’s and [its] menu attitude.”
The Bradshaw ads should also fall in line with the Zaxby’s attitude, since they continue a successful advertising trend. In 2007, Zaxby’s tweaked its “Indescribably Good” campaign, in which people simply taste a new menu item and offer a supposedly unscripted reaction, to include celebrities born in the Southern United States, where all Zaxby’s franchises are located. While football fans best remember him as a four-time Super Bowl champion with the Pittsburgh Steelers, Bradshaw actually hails from the South, playing high school and college football in Louisiana, and continues to have strong ties in the region, such as his involvement with Trail Motorsports, a NASCAR team based in North Carolina.
While others in the “Indescribably Good” series of commercials have enjoyed varying levels of success, Bradshaw not only brings fame as a sports and television personality, but also as a pitchman. In 2004, he starred in a memorable Radio Shack commercial, as well as assumed sponsorship duties for commercial cleaning company, Jani-King, Inc. Though no direct correlation has been proven, since Bradshaw became the celebrity face of Jani-King, the company has enjoyed tremendous success, topping lists by both Franchise Market Magazine and Entrepreneur Magazine.
Diners can order the Kickin’ Chicken Sandwich Meal starting at $4.99. Terry Bradshaw-starring commercials promoting the meal appear on television beginning Monday, but can be viewed immediately on Zaxby’s Facebook page.