Brand campaign marks new era for Sonny’s BBQ

New campaign seeks to capture the spirit of barbecue and reach new audiences

ORLANDO, Florida, July 15, 2024 /PRNewswire/ — Sonny’s BBQ, the industry-leading barbecue restaurant brand rooted in quality food and spreading kindness, today announced its new brand campaign, “It’s Always Sonny’s Here,” a call to barbecue lovers and lovers of the good life to join the brand in their quest for the spirit of barbecue. The integrated marketing campaign, designed by 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 just see ourselves as a restaurant; we are part of our customers’ everyday moments and lives,” said Pierre FreyChief Brand Manager 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 sentiment behind the experiences we help bring to life through our food.”

“It’s Always Sonny’s Here” focuses on the essence of the modern, easy life: slowing down and enjoying the little moments with those you love. The campaign evokes images of families around a dinner table, friends enjoying a day outdoors, a campfire on a dark summer night – moments that have real meaning for guests.

The iconic Sonny’s BBQ to-go cup is the central symbol of the campaign, reflecting the lifestyle the brand represents and an integral part of everyday life that Dunn & Co. discovered through focus groups with its customers. The cup accompanies customers everywhere, from their family BBQ night, to work, school and home, allowing customers to take a piece 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 this iconic brand. We’re incredibly proud to bring their brand story to life with this campaign,” said Troy DunnPresident and Chief Commercial Officer of Dunn&Co. “We didn’t think of this as simply creating a new advertising platform; we’re enhancing a lifestyle with Sonny’s BBQ at the center of it all.”

Capturing a unique feeling

For over fifty years, Sonny’s BBQ has been delivering memorable experiences alongside its Pitmaster-prepared meals that deliver value, quality and satisfaction. Southern hospitality has always been a priority for the brand, and recent developments in the restaurant industry have only amplified that focus. By modernizing its guest experience with online and curbside ordering, best-in-class point-of-sale systems and data-driven marketing strategies to increase value and efficiency, Sonny’s BBQ has exemplified its understanding of today’s consumer. This new campaign is a natural next step for a brand that is growing and expanding.

To bring this value-driven, data-driven campaign to life, Sonny’s BBQ and Dunn&Co. partnered to use technology and insights to better understand the brand’s consumers. Sonny’s BBQ used customer data to develop comprehensive audience profiles that personalized its target audiences. The brand also used focus groups to ensure its message resonated with consumers.

Frey also said, “This is a new era in the world of connection and customer 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 possible dining experiences, whether you’re dining in one of our restaurants or enjoying our barbecue at a tailgate or at home.”

For more information about Sonny’s BBQ, visit SonnysBBQ.com or follow us on Facebook, Instagram, XTikTok 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 throughout the Southeast, Sonny’s BBQ® is one of the nation’s leading barbecue restaurant brands. Its pulled pork, sweet tea and unique appetizers have earned the restaurant the title of “America’s Best Barbecue Chain” by The Daily Meal. Floyd “Sonny” Tillman and his wife, Lucille, founded Sonny’s BBQ in 1968 in Gainesville, Florida in hopes of creating a local barbecue restaurant for their community to enjoy. 55 years later, Sonny’s BBQ continues to do just that under the leadership of CEO Jamie Yarmuth and local barbecue masters who spread the spirit of barbecue 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 Sonny’s BBQ is a leader in the hospitality industry through its commitment to creating unique guest experiences, its ability and willingness to utilize cutting-edge technology, and its network of successful franchise relationships. For more information and to find the Sonny’s BBQ restaurant nearest you, please visit www.SonnysBBQ.com.

About Dunn&Co.

Dunn&Co. (http://www.dunn-co.com) is a Tampacreative branding, advertising and production agency based in San Francisco. They provide award-winning creative solutions to clients around the world including GE Healthcare, Tampa Bay Lightning, Checkers/Rally’s, Island of BonaireBaxter Healthcare, Perkins Restaurants, Huddle House Restaurants, Mellow Mushroom Pizzerias, Lazy Mountain Beer, Grow Financial, AbbVie, ZooTampa, Cru Hospitality and Sabal Trust.

Sonny’s BBQ is the industry’s leading barbecue restaurant brand, rooted in quality food and spreading kindness.

Dunn&Co. is a leading independent branding, advertising and production agency.

Dunn&Co. is a leading independent branding, advertising and production agency.

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SOURCE Sonny’s BBQ

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