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Independent St. John & Partners in Jacksonville, Fla., today breaks a campaign for Zaxby’s restaurants using the new tagline, “Be good to your buds.” The line refers to taste buds, which are animated in new TV spots, appearing in office settings where a voiceover asks, “Taste buds bored with their job?” Radio is in the mix as well. Spending was not disclosed. The Athens, Ga.-based chain spent $2 million on ads last year, according to Nielsen Monitor-Plus.
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