The new campaign seeks to capture the spirit of BBQ and reach
new audiences
ORLANDO,
Fla., July 15, 2024 /PRNewswire/ -- Sonny's
BBQ, the industry-leading BBQ restaurant brand rooted in quality
food and spreading kindness, announced today their new brand
campaign "It's Always Sonny's Here," a call for BBQ fans and lovers
of the good life to join the brand in their pursuit of the spirit
of BBQ. The integrated marketing campaign, designed by leading
independent branding, advertising and production
agency, Dunn&Co., marks an era of growth and modernization
for Sonny's BBQ as consumer preferences continue to evolve.
"At Sonny's BBQ, we don't see ourselves as only a restaurant –
we're part of our guests' everyday moments and life.," said
Peter Frey, Chief Brand Officer at Sonny's BBQ. "BBQ is about
connection and belonging; it's about savoring the moment around the
table with the people you love. Our goal for this campaign was to
capture the feeling behind the experiences we help bring to life
through our food."
"It's Always Sonny's Here" centers on the essence of modern easy
living: slowing down and enjoying the small moments with those you
love. The campaign evokes imagery of families around the table,
friends enjoying a day outside, a bonfire on a dusky summer night –
moments that hold true meaning for guests.
The iconic Sonny's BBQ to-go cup acts as a central symbol in the
campaign, a reflection of the lifestyle that the brand represents
and an integral part of everyday life that Dunn & Co.
discovered through guest focus groups. The Cup goes where guests
go, from their family BBQ night, to work, school, and their homes.
It allows guests to take a little bit of Sonny's and that BBQ
spirit with them, even when they're not in the restaurant.
"When we signed on to work with Sonny's BBQ last year, we knew
we wanted to do something big for the legacy brand. We're
incredibly proud to be bringing their brand's story to life with
this campaign," said Troy Dunn,
President and CCO at Dunn&Co. "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."
Capturing a Signature Feeling
For more than fifty years, Sonny's BBQ has been serving
memorable experiences alongside their Pitmaster-perfected meals
that deliver on value, quality and satisfaction. Southern
hospitality has always been a priority for the brand, and recent
evolutions in the restaurant industry have only amplified that
focus. By modernizing their guest experience with curbside and
online ordering, best-in-class POS systems, and data-driven
marketing strategies to increase value and efficiency, Sonny's BBQ
has exemplified their understanding of today's consumer. This new
campaign is a natural next step for a brand on a journey of growth
and development.
To bring this value-driven and data-informed campaign to life,
Sonny's BBQ and Dunn&Co. partnered to utilize technology and
insights to best understand the brand's consumers. Sonny's BBQ
utilized customer data to develop extensive audience profiles
personalizing their target audiences. The brand also employed focus
groups to ensure their message resonates with consumers.
Frey also shared, "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
SonnysBBQ.com or follow along on Facebook, Instagram, X,
TikTok and YouTube. Franchise opportunities can be found at
https://franchise.sonnysbbq.com/.
To learn more about Dunn&Co., please visit dunn-co.com.
About Sonny's BBQ
With nearly 100 locations spanning the southeast, Sonny's BBQ®
is one of the largest barbecue restaurant brands in the country.
Its signature pulled pork, sweet tea, and unique appetizers have
afforded the restaurant the title of "Best Barbecue Chain in
America" by The Daily Meal. Floyd "Sonny" Tillman and his wife,
Lucille, founded Sonny's BBQ in 1968 in Gainesville, Fla. in hopes of creating a local
BBQ joint for their community to enjoy. 55 years later, Sonny's BBQ
continues to do just that under the direction of CEO Jamie Yarmuth and local pitmasters spreading the
spirit of BBQ in each of their communities through the Q the
Kindness and Random Acts of BBQ initiatives. The brand gives back
more than $1.2 million annually
across the eight states it serves, and reaches tens of thousands of
community members with its generosity. Sonny's BBQ is a leader in
the hospitality industry with its commitment to creating unique
consumer experiences, ability and willingness to utilize
cutting-edge technology, and network of successful franchisee
relationships. For information and to find the Sonny's BBQ location
closest to you, please visit www.SonnysBBQ.com.
About Dunn&Co.
Dunn&Co. (http://www.dunn-co.com) is a Tampa-based branding, advertising and
production agency. They provide award-winning creative solutions
for clients worldwide, including GE Healthcare, Tampa Bay
Lightning, Checkers/Rally's, island of Bonaire, Baxter Healthcare, Perkins
restaurants, Huddle House restaurants, Mellow Mushroom pizza
bakers, Lazy Mountain beer, Grow Financial, AbbVie, ZooTampa, Cru
Hospitality, and Sabal Trust.
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SOURCE Sonny's BBQ