It's Always Sonny's Here: Brand Campaign Marks a New Era for Sonny's BBQ
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Take a bite. Enjoy the ride. It's Always Sonny's Here.
ORLANDO, Fla., July 15, 2024 ~ Sonny's BBQ, a renowned BBQ restaurant brand known for its quality food and commitment to spreading kindness, has announced their latest brand campaign "It's Always Sonny's Here." The campaign, created by leading independent branding and advertising agency Dunn&Co., marks a new era of growth and modernization for Sonny's BBQ as consumer preferences continue to evolve.

According to Peter Frey, Chief Brand Officer at Sonny's BBQ, the brand sees itself as more than just a restaurant. "We're part of our guests' everyday moments and life," he stated. "BBQ is about connection and belonging; it's about savoring the moment around the table with the people you love." With this campaign, Sonny's BBQ aims to capture the essence of these experiences that they help bring to life through their food.

"It's Always Sonny's Here" focuses on the concept of modern easy living – slowing down and enjoying small moments with loved ones. The campaign features imagery of families gathered around a table, friends enjoying a day outdoors, and a bonfire on a summer night – all moments that hold true meaning for guests.

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At the heart of the campaign is the iconic Sonny's BBQ to-go cup. This cup serves as a symbol of the brand's lifestyle and is an integral part of everyday life for guests. Dunn&Co. discovered this through guest focus groups, where they found that the cup goes wherever guests go – from family BBQ nights to work, school, and home. It allows guests to take a piece of Sonny's and its BBQ spirit with them wherever they go.

Troy Dunn, President and CCO at Dunn&Co., expressed his excitement about working with Sonny's BBQ on this campaign. "We're incredibly proud to be bringing their brand's story to life," he said. "We didn't think of it as simply creating a new ad platform; we're enhancing a lifestyle with Sonny's BBQ at the center of it all."

For over 50 years, Sonny's BBQ has been providing memorable experiences alongside their Pitmaster-perfected meals that offer value, quality, and satisfaction. The brand has always prioritized Southern hospitality, and recent changes in the restaurant industry have only strengthened this focus. By modernizing their guest experience with curbside and online ordering, best-in-class POS systems, and data-driven marketing strategies, Sonny's BBQ has shown their understanding of today's consumer. This new campaign is a natural progression for a brand that is constantly evolving and growing.

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To bring this campaign to life, Sonny's BBQ and Dunn&Co. utilized technology and insights to better understand the brand's consumers. The brand used customer data to develop personalized audience profiles, while also conducting focus groups to ensure that their message resonates with consumers.

Frey added, "It's a new age in the world of consumer connection and service, especially for Sonny's BBQ as a casual dining establishment. With this campaign, we're getting to the heart of what our guests value and showcasing our team's focus on delivering the best dining experiences possible – whether you're eating in one of our restaurants or enjoying our BBQ at a tailgate or at home."

For more information about Sonny's BBQ, visit their website or follow them on social media platforms such as Facebook, Instagram, TikTok, and YouTube. Those interested in franchise opportunities can also find more information on their website.

To learn more about Dunn&Co., please visit their website at dunn-co.com.
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