Mother LA hits bigger time with drive-in chain Sonic

Is La La Land proving a more welcoming venue for British agencies than New York?

Independent UK network Mother has an outpost there and it’s won big US drive-in chain Sonic, now owned by the owner of Arby’s and Buffalo wings. Oklahoma-based Sonic (named such back in the 1950s as it delivered food at the “speed of sound”) is big with over 3500 restaurants and a media spend of around $200m.

Sonic CMO Lori Abou Habib says: “Mother brought a combination of art and science to Sonic throughout the review process. We look forward to collaborating with their team to create compelling consumer communications to accelerate our business momentum.

“We met smart and committed agency teams during our search and were impressed with the caliber of thinking, creativity and quality people from all. Our decision came down to the best fit with Mother based on their creative insights into our brand and customers.”

Mother USA CEO Peter Ravailhe says: “We believe that both creatively and commercially, Sonic has the potential to redefine the conventions and behaviors of the category, whilst staying true to its core values that makes it one of America’s most loved brands.”

Mother, voted UK creative agency of the year in most quarters last year, including MAA, has thrived in the US too recently, winning the lion’s share of giant retailer Target.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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