Denny’s (NASDAQ:DENN – News) hired advertising agency, Goodby, Silverstein & Partners (GS&P) as its agency of record, responsible for brand strategy, creative and promotions. Media buying will remain with Optimedia. GS&P is charged with re-energizing the Denny’s brand through aggressive advertising and marketing that will include a high-profile, first ever Super Bowl commercial scheduled to air during the third quarter of the 2009 game.

“We’ve passed the ball to Goodby, Silverstein & Partners, and we’re expecting touchdowns,” says Nelson Marchioli, CEO, Denny’s. “Denny’s has long been top-of-mind with American consumers with over 90 percent brand awareness. We’re looking to reconnect with those consumers who have wonderful memories of the brand. GS&P understands our guests, their needs, wants and moods and what we need to do to reach them now.”

With clients that also include Comcast, Sprint, Frito Lay and Hyundai, GS&P is plugged into consumer-centric companies that rely on the loyalty of core customers. The agency, perennially one of the most successful in the industry, was named Agency of the Year last year by both of the two leading advertising industry publications – AdWeek and Advertising Age. They also won more Gold Effies (the American Marketing Association’s awards for advertising effectiveness) for their clients than any other agency.

The agency’s first creative is expected to hit late January followed by a 30-second Super Bowl ad. The Superbowl has one of the largest television audiences of the year. Almost 100 million people are expected to see Denny’s Superbowl ad on February 1.