Passenger Menus | SONIC Drive-In
For years, passenger menus had been used to highlight the quality of SONIC food and drink, but it wasn’t long until more and more restaurants joined the “quality wars”. To keep SONIC messaging from becoming white noise, Signal Theory and SONIC Drive-In turned to target audience insights to create a passenger menu strategy that broke through the clutter.
The “That Moment When” series was created after repeatedly hearing how important the SONIC experience was to our target audience. Consisting primarily of parents, our audience was always on the lookout for experiences that offered quality, value and convenience. Not only did SONIC meet all of those criteria, but it was also noted that SONIC represented a much-deserved break in the midst of the daily grind.
Taking a cue from popular social media vernacular, each board led with “That moment when …” and was paid off with copy highlighting a delightful SONIC experience. Visually, headlines were housed neatly in a circle centered on the board and intended to represent the moment away from the daily grind. A relaxed arrangement of food and drink was meant to maintain authenticity and nod toward quality. Overall, each board struck a balance of reality and delight.
