After a careful study of their customer demographics, chicken sandwich chain Zaxby’s is betting on movie partnerships to bring in new customers.
“What we found was they were entertainment enthusiasts,” Joel Bulger, the chain’s Chief Marketing Officer, said. “They were big into live sports. They were big into movies. They were big into experiences of all kinds.”
Taking it to the next level
The brand’s most recent partnership is with the movie Jumanji: The Next Level,” which hit theaters December 13. So far the movie has made over $600 million worldwide in the box office.
Zaxby launched three new items to celebrate the collaboration – Southwest Chipotle and Smokehouse BBQ Fillet Sandwiches and a Jumanji Citrus Fizz Drink available in a commemorative cup.
An evolution in advertising spots
Zaxby’s first movie partnership was with superhero movie “Shazam!” earlier in 2019, again debuting two new chicken sandwiches. Initial TV spots were simple, featuring a shortened movie trailer followed by a short message explaining that patrons should visit the chain after seeing the movie.
In May, the brand teamed up with the movie sequel “Men in Black: International.” These TV spots were more sophisticated, bringing characters and props from the movie into Zaxby’s restaurants.
With the “Jumanji” partnership, Zaxby’s took advertising to, well, the next level. The ad spot features actor Rhys Darby, who plays a guide in the movie, taking customers on a “taste adventure,” a sophisticated and synergistic way to connect the dots between the movie and the restaurant.
Another TV spot showed video game characters being sucked into their game, landing at one of the chain’s restaurants and eating chicken sandwiches.
“For our guests, they see it on TV, they see it on social media,” Bulger said. “They come into the store and see it on the point of purchase and even on the drink machine. Then it all links together.”
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