Gen-X, Millennial Opps: Sonny's BBQ picks up new AOR (Score 23)

Sales lead: Reach out to offer ad space & other agency services. 

  • Sonny's BBQ appointed Dunn&Co media and creative AOR in January 2024.
  • The agency will handle brand strategy, campaigns, digital design, media, and franchise support.

Target demographic: Gen-Xers & millennials

The company will likely:

  • Revise media strategy/try new marketing channels
  • Increase ad spend/launch an ad campaign
  • Seek additional agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

  • 2023 spend: Sonny's spent about $2m on digital display ads in 2023. 
  • 2023 data: 271.4m impressions via Facebook (64%), Instagram (19%), and YouTube (17%).
  • 2021-2022 spend: Full-year spend fell by 12% from $2.5m in 2021 to $2.2m in 2022.
  • Ad location: It placed 100% of these ads directly onto facebook.com, instagram.com, and youtube.com. 

Additional channel insights  

  • Sonny's also invests in OOH and local broadcast. 

Agency analysis:

  • Opportunity: Agency hires tend to follow one another, so get in touch with Sonny's DMs to see if it needs any more help.
  • Current roster:

Media Spend Estimate Sources: (c) Winmo, LLC, 2024. Used under license.