At Zaxby’s™, sauce isn’t just a condiment—it’s a way of life. It’s confidence. It’s swagger. And now, the Georgia-based chicken favorite is serving up more flavor than ever with the launch of its new national campaign: “Who’s Got the Sauce?™”
With this campaign, Zaxby’s proudly embraces its identity as The Saucy Chicken Chain. It’s not just about legendary Chicken Fingerz™ and bold flavors—it’s about showing the world how Zaxby’s does chicken differently.
Introducing the Sauce Boss
To lead this flavorful movement, Zaxby’s has teamed up with none other than Omar Epps—the award-winning actor, author, producer, and entrepreneur. Epps plays the Sauce Boss, a character dripping with style, wisdom, and flavor. He’s part style guru, part life coach, and full-time sauce expert.
The Sauce Boss isn’t just here to entertain. He’s here to inspire. Whether you’re a parent juggling errands or a kid fresh from football practice, everyone who meets the Sauce Boss walks away feeling empowered—and saucier than ever. His mission? Help people find their own sauce, both in life and in every Zaxby’s meal.
Two New Ways to Enjoy the Sauce
To celebrate the launch of “Who’s Got the Sauce?”, Zaxby’s is offering two delicious limited-time promotions for flavor lovers everywhere:
Sauce Boss Box – Flavor That Goes All In
The Sauce Boss Box is a feast designed for serious sauce fans.
Each box includes:
- 4 crispy Chicken Fingerz™
- Seasoned Crinkle Fries
- 2 slices of buttery Texas Toast
- Cheddar Bites
- 2 freshly baked chocolate chip cookies
- 1 small drink
- 3 sauces of your choice
All that flavor for an average price of just $13.99. Available starting April 28, 2025, for a limited time only at participating locations.
Sauce Sampler Reward – Try All 12 Signature Sauces Free
Zaxby’s offers a bold lineup of 12 signature sauces, from the iconic Zax Sauce® to the spicy Tongue Torch® and sweet-savory Sweet & Spicy. With so many options, the possible sauce combinations total over 480 million!
From April 28 to May 4, 2025, new and existing Zax Rewardz® members can try all 12 sauces for FREE—while supplies last. This is your chance to discover your perfect flavor match and unlock your inner Sauce Boss.
More Than Chicken—It’s a Lifestyle
“At Zaxby’s, our Chicken Fingerz are legendary—but it’s our sauces that set us apart,” says Patrick Schwing, Chief Marketing and Strategy Officer at Zaxby’s. “Sauce is at the heart of our menu, and with this campaign, we’re putting it front and center. Omar Epps brings the Sauce Boss to life with swagger and substance, and we can’t wait for fans to meet him.”
The new campaign was developed in partnership with Goodby Silverstein & Partners, one of the leading creative agencies in the U.S. The idea is rooted in Zaxby’s commitment to flavor, individuality, and having fun with food.
“Omar has a natural boss energy that makes his performance as the Sauce Boss feel authentic and fun,” says Margaret Johnson, Chief Creative Officer at GS&P. “He’s waxing poetic about Chicken Fingerz and life—and somehow, it all just works.”
Join the Sauce Movement
Want to get in on the action? It’s easy. Head to your nearest Zaxby’s, order the Sauce Boss Box, try the Sauce Sampler, and show us how you dip, dunk, and drizzle.
Join Zax Rewardz® to unlock these offers and more. Just download the Zaxby’s app on Google Play or the App Store, or sign up at zaxbys.com/rewards.
Let’s find out: Who’s got the sauce?
