Zaxby's Zax Sauce is a classy sauce for classy people. That's why they charge an extra 25 cents for it. And when something's this classy, dipping it demands a certain level of decorum.

SOCIAL content

Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum

zaxby's
response

Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum

in-store

All members of polite society should know how to stir up stimulating dinner conversation. To help with that, we printed conversation starters on Zaxby's napkins.

Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum

posters

Placed both in-store and out of home.

Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum
Zaxby's Zax Sauce Ellen McMahon Copywriter Dipping Decorum