Zaxbys / Philly Sandwich Wars / 360

Was putting Zaxbys famous fried chicken on Philly’s iconic cheesesteak sandwich a declaration of war? No. Did we turn it into one to sell sandwiches, pissing off an entire city in the process? You bet we did.

↳ Press: Ad Age / Atlanta Journal-Constitution / ETonight / FOX / Philadelphia Inquirer

The campaign started with the spot, but it didn’t stop there. Next, we put up billboards in Philadelphia declaring that Zaxby’s Philly was the best Philly of all.

Turns out, adding insult to injury really does make people made And, more importantly in our case, it makes other people really want to find out what all the fuss is about.

↳ Key Campaign Results

300% sales vs projection / 1.3b total impressions / 1.5m Philadelphians trolled

/ Made by Louie Spivak [ACD], Chad Ford [ACD], Carter Halvorsen [CW], Gwynie Bahr [AD] and Avi Baliga [ECD] at Tombras / Directed by Vincent Peone at ArtClass /

Was putting Zaxbys famous fried chicken on Philly’s iconic cheesesteak sandwich a declaration of war? No. Did we turn it into one to sell sandwiches, pissing off an entire city in the process? You bet we did.

The campaign started with the spot, but it didn’t stop there. Next, we put up billboards in Philadelphia declaring that Zaxby’s Philly was the best Philly of all.

Turns out, adding insult to injury really does make people made And, more importantly in our case, it makes other people really want to find out what all the fuss is about.

300% sales vs projection / 1.3b total impressions / 1.5m Philadelphians trolled

Summer Like It's 1999

Instacart x Costco