At a Glance
- Pete Davidson and Elsie Hewitt feature in Sonic’s new “Break Up With Your Burger” campaign.
- The couple touts the $6 All-American Smasher Meal while celebrating their baby, Scottie.
- Sonic’s hand-smashed burger includes two Angus patties, cheese, lettuce, tomatoes, pickles, onions, ketchup, mayo, and a potato bun.
- Why it matters: The campaign links a fast-food launch with a celebrity family’s new life stage, highlighting Sonic’s marketing strategy and the product’s price point.
Pete Davidson and Elsie Hewitt are using their new family status to promote Sonic’s latest menu item, the All-American Smasher. The couple’s appearance in the chain’s “Break Up With Your Burger” campaign debuted on Tuesday, Jan. 27, and showcases how a fast-food brand can tie a product launch to a celebrity’s personal milestones.
Campaign Launch
Sonic’s newest commercial premiered on Jan. 27 and was filmed in a Sonic location in Brooklyn, New York. The short spot shows Davidson and Hewitt discussing their recent life changes-having a baby, buying a minivan, and “leveling up”-while enjoying the $6 All-American Smasher Meal.
The campaign’s tagline, “Break Up With Your Burger,” aligns with Sonic’s press release that the new Smasher is a “premium, made-to-order, hand-smashed burger” that offers a better alternative to traditional fast-food options.
Family Life
The couple welcomed their first child, a daughter named Scottie, on Dec. 12. They announced the birth on Instagram nearly a week later, posting photos of the newborn and expressing gratitude.
In the commercial, Davidson jokes, “This baby here is all I need,” before realizing, “Oh yes, right, the actual baby.” Hewitt comments, “Good just isn’t enough anymore. We want the best. We’ve entered this new phase of life-settling down, having babies, having a minivan.”
Their dialogue reflects a shift toward stability, a theme that resonates with Sonic’s message that the Smasher satisfies a desire for quality and satisfaction.
Sonic’s New Menu
Sonic’s $6 All-American Smasher Meal is a complete burger experience that includes:
- All-American Smasher: two patties made with Angus beef, topped with American cheese, lettuce, tomatoes, crinkle-cut pickles, diced onions, ketchup, and mayo, served on a potato bun.
- Side options: medium Tots or Groovy Fries (classic or “perfectly dippable”).
- Beverage: medium soft drink or iced tea.
The Smasher also comes in double and triple patty variants, with or without bacon, available in stores for a limited time.
Meal Breakdown Table
| Component | Description |
|---|---|
| Patties | Two Angus beef patties |
| Cheese | American cheese |
| Veggies | Lettuce, tomatoes, pickles, onions |
| Condiments | Ketchup, mayo |
| Bun | Potato bun |
| Side | Medium Tots or Groovy Fries |
| Drink | Soft drink or iced tea |
Marketing Message
Sonic’s Chief Marketing Officer, Ryan Dickerson, emphasized the burger’s premium nature: “The SONIC Smasher proves you don’t have to settle. It’s a premium, made-to-order, hand-smashed burger that’s simply better than you’ll find anywhere else in fast-food, or even fast-casual – it’s America’s favorite for a reason.”
The commercial’s humor-Davidson’s quips about being “smashed” and Hewitt’s playful banter-reinforces the idea that the Smasher satisfies a craving for both quality and a touch of indulgence.
Key Quotes
- Davidson: “I’m in my level-up phase, living a life of stability, raising a baby, brushing AND flossing. The only thing that was missing was stepping up my burger game until the All-American SONIC Smasher came along.”
- Hewitt: “I don’t even mind that you’re clearly smashed. I prefer you that way.”
- Dickerson: “The SONIC Smasher proves you don’t have to settle.”
Timeline of Events
| Date | Event |
|---|---|
| Dec. 12 | Davidson and Hewitt welcome daughter Scottie |
| Dec. 19 | Instagram announcement of baby’s arrival |
| Jan. 27 | Sonic releases “Break Up With Your Burger” commercial featuring the couple |
The collaboration showcases how Sonic leverages celebrity partnerships to promote new menu items while aligning the brand with contemporary family values and lifestyle trends.
Takeaway
Sonic’s launch of the All-American Smasher Meal, coupled with the “Break Up With Your Burger” campaign, demonstrates a strategic blend of product innovation, pricing, and celebrity endorsement. By tying the burger’s introduction to Pete Davidson and Elsie Hewitt’s new family life, Sonic creates a relatable narrative that highlights both the quality of the food and the lifestyle aspirations of its target audience.
