Sonic Drive-In picked Mother to be its new creative agency as it tries to boost the brand’s relevance among diners faced with a variety of fast-food options.
Mother’s Los Angeles office will handle the account and the new work will begin appearing in 2020.
Without divulging marketing plans, Sonic Chief Marketing Officer Lori Abou Habib says the two guys featured in its ads will still definitely “be in the mix” in marketing, but added that Sonic is also going to “explore some new creative opportunities.” The pair, played by comics Peter Grosz and T.J. Jagodowski, first appeared in ads created years ago by Barkley.
Goodby Silverstein & Partners handled the account since 2011 and will continue to work on the brand through the end of 2019. Goodby, which did not participate in the review, has been a “fantastic” partner, says Abou Habib.
Sonic chose Mother due to its creative ideas, insights and data-driven approach presented throughout the pitch process, says Abou Habib. She also points to Mother’s retail experience, including on Target. She wants Sonic to become more culturally relevant, with marketing that does not feel “forced and overly corporate.”
This summer, Sonic has been running campaigns including one that focuses on mocktail slushes.