Zaxbys is tapping into college basketball culture with a new campaign designed to win over chicken fans and grow its loyalty program. Through April 6, the brand is offering a limited-time “Transfer Portal” promotion that rewards new Zax Rewardz members who switch their loyalty.
The promotion is backed by college basketball standouts Cameron Boozer and Cayden Boozer, who are helping drive awareness and encourage fans to make the switch. Through the Zaxbys’ app, users can formally “transfer” their loyalty and unlock the limited-time offer. The campaign leans heavily into the excitement of March basketball, blending sports culture with food marketing to create urgency and engagement.
The first 100,000 participants receive a sign-on bonus in the form of free Dry Rub menu items—such as chicken fingerz, wings, or crinkle fries—with the purchase of a drink. The campaign highlights Zaxbys’ expanded Dry Rub lineup, positioning it as a bold alternative to competitors.
Cameron and Cayden Boozer said, “Choosing where to take your talents is a big decision — and so is choosing where to eat. Once we tried the new Dry Rubs at Zaxbys, the decision was easy. We’re transferring our loyalty and encouraging our fans to join Zax Rewardz so they can be part of it too.”
Patrick Schwing, Chief Marketing Officer at Zaxbys, added, “Every March, players hit the transfer portal. This year, chicken fans should too. With the permanent addition of Dry Rubs to the Zaxbys roster, we’re opening our version of the Transfer Portal for anyone ready to upgrade their gameday meal. Loyalty isn't automatic — it’s earned. And with Cameron Boozer, Cayden Boozer and Nik Khamenia leading the recruiting class, we're inviting the chicken-obsessed everywhere to transfer their loyalty to the saucy chicken chain — Zaxbys.”
In addition, Zaxbys introduced a Boozer Brothers digital-exclusive meal available through April 26 via its app and delivery platforms. The meal includes Nashville Hot Chicken Fingerz, Lemon Pepper Wings, Garlic Parmesan fries, and a handcrafted lemonade, showcasing the chain’s signature flavors alongside its new dry rub options. Overall, the initiative combines influencer appeal, app-based rewards, and themed promotions to boost customer acquisition and highlight menu innovation.
Watch the promotional video here.