Zaxby’s is turning up the heat—and not just in the kitchen. Starting April 28, the chicken chain is launching a bold new campaign: Who’s Got the Sauce? Starring none other than actor and entrepreneur Omar Epps as the “Sauce Boss,” this flavorful marketing push is all about celebrating individuality and turning Zaxby’s signature sauces into a personal statement.
And they’re backing it up with not one, but two spicy offers:
- The Sauce Boss Box: A loaded meal with everything you love (plus cookies).
- The Sauce Sampler Reward: Try all 12 of Zaxby’s sauces—FREE for one week only.
What’s the sauce-uation?
- Campaign Launch: April 28, 2025
- New Spokesperson: Omar Epps = Sauce Boss
- Limited-Time Promos:
- Sauce Boss Box: Chicken, fries, toast, cheddar bites, cookies, a drink, and 3 sauces – $13.99 average price
- Sauce Sampler Reward: All 12 sauces, free for Zax Rewardz members, April 28–May 4
Zaxby’s teamed up with creative agency Goodby Silverstein & Partners to launch this flavor-forward campaign. Omar brings the smooth, and the sauces bring the fire.
Looking Ahead: More Flavor Surprises This Fall
Zaxby’s isn’t stopping at sauces. Later this year, starting September 8, 2025, fans can indulge in the return of the popular Chicken Finger Tacos, now with a saucy twist. Featuring three flavor-packed varieties, these tacos combine hand-breaded Chicken Fingerz™ with fresh ingredients and bold sauces for a crave-worthy taco experience.
Available for a limited time at participating locations, these tacos show how Zaxby’s continues to innovate and bring playful, indulgent twists to classic menu favorites.
Sauce = confidence
“At Zaxbys, our Chicken Fingerz are legendary—but it’s our 12 signature sauces that truly set us apart. Sauce has always been at the heart of our menu, and now we’re putting it front and center where it belongs. We’re excited to introduce the Sauce Boss to our fans and partner with Omar Epps, who brings his effortless “sauce” and swag to life in this campaign. “Who’s Got the Sauce?” gives our fans more ways than ever to explore their saucy side and channel their own Sauce Boss energy.” Patrick Schwing, Chief Marketing and Strategy Officer, Zaxbys.
It’s more than good marketing—it’s a vibe. With over 480 million sauce combos possible, customers can experiment, express, and personalize every bite.
Lessons for the flavor biz
This campaign is more than fun—it’s a blueprint. Here’s what foodservice buyers and product developers can learn:
Ingredient Innovation: Custom sauces show how proprietary flavor elevates brand identity.
Loyalty Leverage: Rewardz = rewards. Limited-time exclusives keep fans clicking.
Trend Alignment: Personalization is in. People want flavor that fits them.
Dip into the data
Sweet & Spicy? Tongue Torch? Wimpy? Bold flavor names and standout sauce pairings help Zaxby’s lean into playfulness—and drive trial. For sauce manufacturers or brands building their lineup, this shows the power of storytelling through SKUs.
Make it saucy
Flavor sells. But emotional connection is what builds loyalty. Zaxby’s is nailing both with a campaign that’s colorful, customizable, and completely snackable.
Need to build a flavor suite for your brand? Want to source ingredients that speak to identity?
We help food brands stay ahead of flavor trends and co-create standout products.
Let’s find your sauce
Zaxby’s isn’t just handing out sauces—they’re dishing out identity. And it’s working. The Sauce Boss campaign reminds us all: when flavor feels personal, fans turn into superfans.
Looking to build your brand’s next sauce hero or flavor lineup? Hit us up—we’ve got the goods to back your big ideas.
