Denny's Taps Goodby to 'Re-energize' Brand

New Agency Will Create Restaurant Chain's First Super Bowl Ad

By Published on .

CHICAGO (AdAge.com) -- Denny's is looking to score a touchdown with its 2009 advertising, moving its account to Goodby, Silverstein & Partners and developing its first Super Bowl ad.

Denny's Super Bowl spot from Goodby, Silverstein & Partners will air during the game's third quarter.
Denny's Super Bowl spot from Goodby, Silverstein & Partners will air during the game's third quarter.
The account move could signal an increase in ad spending for the restaurant chain, which according to TNS Media Intelligence spent $63 million in measured media in 2007. The account was previously with Publicis Groupe's Publicis Mid America, Dallas, which also participated in the review.

Denny's Chief Marketing Officer Mark Chmiel said in a statement that the move "will re-energize our brand's breakfast passion so it will be more relevant, especially to today's cash-strapped consumer, who is spending less but expecting more."

Goodby's first creative will hit late this month, and its Super Bowl spot will air during the game's third quarter.

Positioning chain as 'go-to place'
The Omnicom Group agency's co-chairman, Jeff Goodby, described Denny's in a statement as "one of the most recognizable and respected restaurant brands in the U.S."

"We are truly honored to partner with them, their franchisees and their guests," Mr. Goodby said. He added, "We know we can once again position Denny's as America's go-to place for breakfast and more. Our goal is to take Denny's back to the future."

With the casual-dining industry in a drawn-out slump, Denny's has fought back with a variety of tactics. The chain launched carryout breakfast last year, with a designed for eggs and bacon on the bottom so pancakes would stay dry and fluffy up top. The chain has also promoted its late-night menu aggressively, forging ties with indie rockers, and developing after-the-bar fare such as "potachos," which are nachos made with potato chips.

Denny's CEO Nelson Marchioli said in a release: "Denny's has long been top-of-mind with American consumers, with over 90% brand awareness. We're looking to reconnect with those consumers who have wonderful memories of the brand."

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