Zaxby's "Guy on a Buffalo Wing"

A case study in brand personality …

Source: Zaxby’s.com

If you are not familiar with the brand Zaxby’s it is a fast-casual restaurant in the US. To launch its new Buffalo Garlic Blaze Boneless Wing, Zaxby’s brought back its beloved character from a 2011 campaign for a special “short film” that aired during the NCAA College Football Playoffs just recently in the US. Good timing.

The film is actually a musical, and showcases to me the brand’s enormous appeal to its loyal base with its sense of humor and unique brand personality.

To read more about the campaign. and see the original that inspired it, click here.

Brand personality is vitally important to establish a connection with your audience but it doesn’t come easy and it develops over time. Zaxby’s is a good example of that. Well done. Just like the burgers.

What’s your experience? JIM