Industry News | May 29, 2007

Denny's New Ad Campaign Takes On Quick-Service Breakfasts

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Denny's is launching a new national advertising campaign featuring the original hit tune "All Out of Love" by Air Supply. The new ad campaign encourages guests to enjoy the Denny's breakfast experience—full meals with full service—instead of settling for unappetizing meal replacement bars or fast-food breakfasts. The campaign, created by Publicis Mid-America Dallas, is a comprehensive marketing communications effort for Denny's that includes national television advertising as well as radio, outdoor and online components.

"Our new campaign reinforces Denny's unique ability to provide a complete breakfast experience 24/7," said Margaret L. Jenkins, senior vice president and chief marketing officer for Denny's. "Research has shown that breakfast consumption is on the rise and we find many consumers are unnecessarily 'settling' by limiting their choices to fast food options. At Denny's, they can enjoy a made-to-order, sit-down breakfast anytime."

The new campaign features two 15 second TV spots that show disappointing breakfast experiences underscored by Air Supply's "All Out of Love."

-- The first ad features a man in an office break room clearly upset with his choice of a granola bar for breakfast. After nibbling a corner of the bar, he realizes that a "real" breakfast at Denny's is a better way to start his day.

-- In the second spot, a driver with a fast-food breakfast on the front seat suddenly hits the brakes. As she looks over to her right, the resulting mess of food indicates that it is clearly time to head to Denny's instead.

"We set out to establish an emotional connection with consumers while clearly communicating a compelling product message," said Brent Feldman, senior vice president and director of account management at Publicis Mid- America Dallas. "The campaign draws attention to America's hunger for a relaxed and stress-free way to enjoy the most important meal of the day."

This campaign will run on national network and cable television beginning Memorial Day weekend. The ads can also be accessed online at www.dennys.com.