from staff
St. John & Partners was recently honored with a Gold ADDY award at the district-level competition held in Miami. The agency was awarded the ADDY for its Zaxby’s “Indescribably Good” campaign, a series of five television commercials which captured unscripted reactions of people eating Zaxby’s freshly prepared food.
The campaign introduced Zaxby’s bundled meal deals, which helped the company compete for share of wallet at lunchtime. The campaign ran in 2006 and has evolved with additional spots currently running in Zaxby’s markets across the Southeast and has contributed to successful sales increases in the past year.
A “quick-casual” restaurant chain headquartered in Athens, Ga., Zaxby’s has more than 380 restaurants in 10 Southeastern states.
“The ADDY Awards are one of the advertising industry’s great shows,” said Don Fibich, executive vice-president and creative director at St. John & Partners. “At this level, competition is high, so we’re especially pleased to be recognized by our peers.”
The ADDY awards competition is a three-tiered national competition conducted annually by the American Advertising Federation (AAF), and is the advertising industry’s largest and most representative competition for creative excellence. The Fourth District is comprised of 25 AAF chapters in Florida and the Caribbean. Winning entries at the district level will advance to the national competition, which will be held June 9 in Louisville, Ky.
St. John & Partners is a full-service advertising and public relations agency headquartered in Jacksonville. The agency also has offices in Atlanta, Pittsburgh and Detroit.