• by Teresa Buyikian , 10 hours ago

Sonic is kicking off football season, and its third season as the official QSR of the Southeastern Conference, with a campaign effort that spotlights one of the most coveted scores in football (and a new meal deal).

The mockumentary styled “My Greatest 7” hero spot, seen here, created with Mother Los Angeles, stars Tampa Bay Buccaneers quarterback Baker Mayfield and Atlanta Falcons running back Bijan Robinson.

The ballers detail their “greatest seven,” the number that that typically means an American football team just scored a touchdown, which is six points, followed by a successful extra point kick for one point.

The athletes’ families, friends and former coaches all chime in, discussing what the player’s “greatest seven” all meant to them. In the end the viewer finds out that the “seven” they’ve been referring to isn’t actually a touchdown; its’ Sonic’s new $7 Big Deal Meal.

Multiple executions will run during college and NFL football programming throughout the season.

Sonic CMO Ryan Dickerson told QSR Insider about the effort, and how the brand is leveraging storytelling to connect with customers.

QSR Insider: What was the inspiration behind the campaign?

Dickerson: We loved the idea of taking football’s most iconic number, seven, and building a story around it. We wanted to create a campaign that felt more like sports storytelling so we used a documentary-inspired approach, with Baker Mayfield and Bijan Robinson reflecting on career-defining moments and the people who helped them get there.

QSR Insider: How is Sonic reaching its audience through this sort of athlete storytelling?

Dickerson: Guests are looking for great value, but they also want brands to connect with them in a way that feels relevant and memorable. We saw an opportunity to move beyond a traditional value message and tell a story that people would actually want to engage with. The $7 Big Deal Meal gives us a compelling value offer, while Baker and Bijan help us bring that story to life in a way that feels authentic and culturally relevant.

Athlete partnerships work best when there’s a genuine connection between the talent, the audience and the story being told. Baker and Bijan both have strong football credentials and personalities that resonate with fans.

QSR Insider: How does the effort reflect Sonic as a brand?

Dickerson: Football and food are two things that naturally bring people together, and that’s an idea that has always been true for Sonic. We know football fandom is about much more than what happens on the field. It’s about the traditions, rituals and communities that surround the game, whether that’s a Friday night high school matchup, a college tailgate or gathering with friends to watch on the weekend.

For us, the campaign is rooted in what Sonic has always been: a gathering place for fans. It combines football culture, storytelling and value, all areas where Sonic has a natural role to play.