• by Teresa Buyikian , July 17, 2024

Nothing says summer like BBQ. Be it beef, pork or chicken, dry rub or sauced, once temps shoot up BBQ lovers across the U.S. unite in the love of grilled goodness.

Sonny’s BBQ wants those fanatics to know there’s a place for great BBQ this summer, or any season, without requiring them to fire up the grill. The 100-unit Southern chain has launched its first brand campaign “It’s Always Sonny’s Here,” which “centers on … slowing down and enjoying the small moments with those you love,” per the brand’s release.

The integrated marketing effort, created by Dunn&Co., centers around the humorous hero video, “Scootin,’” seen here. In the :15 online video we see a middle-aged, cowboy-hatted gentleman relaxing on a hot summer day as he takes a bite of a BBQ rib. The camera pans down to reveal he is actually eating a Sonny’s BBQ rib, given away by the chain’s branded to-go cold cup, as he rides a motorized drink cooler through a leafy suburb, American flag waving from the tail end.

"BBQ is about connection and belonging; it's about savoring the moment... Our goal for this campaign was to capture the feeling behind the experiences we help bring to life through our food," said Peter Frey, chief brand officer at Sonny's BBQ in the release.

The Sonny’s BBQ to-go cold cup features prominently throughout all campaign executions. Per the release, 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.”

In addition to the online video on YouTube, the campaign includes posts to Sonny’s BBQ’s social media accounts such as Facebook, Instagram, X and TikTok.