SONIC® Drive-In today launched a new, scripted advertising campaign and creative platform that will journey into the minds of guests to spotlight the brand’s unique personality and menu innovations.
SONIC is known for its iconic menu variety and flavors, and the new MMM. SONIC. campaign will focus on the craveable food you can only find at SONIC and the mini escape from reality that a visit to the drive-in brings. From a rustic chophouse warmed by a roaring fireplace to white glove service in a low-lit steakhouse to Grandma’s flour-dusted and cookie-filled 50’s kitchen – each spot in the new campaign will explore the food-fueled daydreams guests experience as they look to indulge in their SONIC cravings.
Its previous creative platform, THIS IS HOW WE SONIC, launched in February 2020 and documented real guests and all the many ways they enjoy SONIC. Much like the memorable TWO GUYS spots that preceded it, THIS IS HOW WE SONIC featured unscripted conversations between people in their cars at drive-in locations. While the guest experience will continue to remain at the heart of the SONIC brand, the new MMM. SONIC. campaign will be a trip to a more imaginative and creative place with spots that blend beautifully designed sets, lyrical music, and an imaginative energy that showcases the fun, light-hearted brand identity of SONIC.
“Our SONIC culinary team is constantly bringing craveable, unique flavors to our menu, providing guests with something new and exciting each time they visit their local drive-in. In our recent advertising, our brand was always brought to life through the eyes of others, and as a result, there are so many stories we’ve just never gotten to tell,” says SONIC Chief Marketing Officer, Lori Abou Habib. “This is a new era for SONIC – one where we can unabashedly claim who we are and take credit for our innovative menu offerings and the SONIC experience that you can’t find anywhere else.”
Developed in partnership with SONIC’s creative agency of record, Mother Los Angeles, the MMM. SONIC. creative platform will look to manifest those moments where cravings capture the imagination. To inspire guests to dream up their own oasis and discover a new reason to crave SONIC, advertising spots will feature highly craveable, one-of-a-kind menu items, starting with the limited-time Chophouse Cheeseburger. The initial spot explores one dad’s craving for the boldly seasoned cheeseburger during his child’s football game, leading him on a journey into a Montreal Chophouse-inspired daydream that’s overlaid with a comedic, banjo-heavy jingle.
“Every visit to SONIC feels like a mini escape from the real world, which is why we set out to create a unique place where people go to have their cravings fulfilled,” says Jed Cohen, Creative Director at Mother LA. “It’s both a place people visit when they need a joyful escape from the everyday, and one that doubles down on the completely craveable food that’s unique only to SONIC.”