Zaxby’s debuts Buffalo Garlic Blaze sauce, Guy on a Buffalo Wing

Four ad spots, including ones to be aired during Big Game, put focus on new sauce

Zaxby’s debuted a new Buffalo Garlic Blaze sauce, a match for its Boneless Wings Meal. The new sauce plucked some heavy marketing muscle to put it in the spotlight. A new campaign, featuring the quirky “Guy on a Buffalo Wing,” aired in a national ad spot during Monday’s College Football Playoff (CFP) national championship game. Another heavy-duty placement will appear during the Big Game February 13.

Jomo & The Possum Posse music headlines the featured ads on social media and national television. In addition, Zaxby’s released a narrated film of 2m 20s set to a Possum Posse folk song. In short, the “Guy on a Buffalo Wing” commercial follows a lone cowboy riding a Zaxby’s style buffalo wing. On his journey, he discovers a Boneless Wings Meal from Zaxby’s that features the new Buffalo Garlic Blaze sauce. The guyonabuffalowing.com site has the full scoop.

The campaign started December 27, when the Athens, Ga.-based chicken QSR chain released a teaser on Twitter via Jomo & The Possum Posse.

The new Zaxby’s Buffalo Garlic Blaze sauce complements its guest-favorite Boneless Wings Meal, according to the QSR. The combo carries five boneless wings, tossed in the sauce, served with a side of ranch. Crinkle Fries, Texas Toast and a Coca-Cola Freestyle drink come with the meal, too.

“Our new, bold Buffalo Garlic Blaze flavor profile was inspired by a culinary concept to incorporate aspects of spicy garlic and creamy style buffalo sauce, combining authentic ingredients such as peppers, vinegar and salt from hot sauce with fresh garlic and buttery notes to round out the flavor,” said Joel Bulger, Zaxby’s chief marketing officer. “By originating the ‘Guy on a Buffalo Wing,’ we wanted to generate a campaign as memorable as our new sauce.”

The teasers left many guessing who is behind the “Guy on a Buffalo Wing.” It wasn’t until the CFP game that Zaxby’s fans saw the 2m 2s film for added revelations. The chicken QSR chain released four teasers ahead of the short film, it said.

Video: Zaxby’s uses the Guy on a Buffalo Wing to promote its new sauce.

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