sonic drive-in

Challenge: Sonic was losing share of female customers and needed to rekindle interest in their drive ins to recapture this valuable audience and impact the bottom line.

Insight and Idea: Simply put, women couldn’t see themselves eating at Sonic restaurants. So after more than a decade of the very successful Two Guys campaign, it was time to freshen up one of the most iconic campaigns ever by finding out who else was on the Sonic lot. With a little help from the Two Guys, we called on the comedic duo of Jane Krakowski and Ellie Kemper to launch The New Gals campaign in a series of six spots and introduce some new, healthier menu items like Sonic Signature Slingers, a new cheeseburger with less than 350 calories.

Results: Sonic saw a clear increase in sales to female customers, jumping from 20% to 25% during the 6 month span of the campaign, contributing to a 6% increase in same store sales growth. Additionally, the new menu items introduced by The New Gals were flying off the grill and are still a staple of the menu today.