SONIC refreshed its $7 Big Deal Value Meal, replacing the previous Small Premium Chicken Bites with a Vanilla Sundae and pairing the update with a football season campaign called 'My Greatest 7.' The value meal now includes a SONIC Cheeseburger, a medium drink, a choice of tots or fries and the new sundae for $7.
The campaign features former SEC athletes Baker Mayfield and Bijan Robinson, who reflect on career-defining moments before revealing that the 'seven' in question is the meal deal itself. SONIC set the campaign around football fan traditions, from Friday night high school games to weekend game days, framing SONIC as a gathering point for football fans nationwide.
SONIC's Big Deal Value Meal shows how athlete partnerships can transform a straightforward price deal into a broader seasonal marketing campaign.
Image Credit: SONIC
Key Themes Behind This Trend
- Seasonal Value Bundles
- Limited-time meal refreshes tied to cultural calendars create room for brands to turn basic discounts into recurring seasonal traffic drivers.
- Athlete-led Promotions
- Sports personalities give everyday offers added narrative value, helping restaurants connect price-conscious deals with fandom and personal achievement stories.
- Fan Occasion Marketing
- Game-day rituals provide a platform for food brands to position affordable meals as part of shared viewing, travel and community traditions.
Where This Applies
- Quick-service Restaurants
- Competitive value menus are evolving into themed experiences that blend affordability, convenience and entertainment-driven relevance.
- Sports Marketing
- Athlete endorsements increasingly support accessible consumer promotions, expanding sponsorship value beyond apparel, beverages and live event advertising.
- Food and Beverage Retail
- Bundled meals with dessert and drink components reflect growing interest in complete low-price occasions that simplify purchase decisions.
