SPARTANBURG, S.C. Denny’s is betting it can lure diners away from their fast-food breakfasts with a new integrated advertising campaign set to break May 28.
Created by Publicis Mid-America Dallas, the campaign includes two 15-second TV spots, radio ads, outdoor ads and online messages.
One TV spot shows a driver with a fast-food breakfast on the car’s seat. She slams on the brakes and makes a mess of the meal, then decides to go to Denny’s for breakfast. Another spot shows a man in an office break room nibbling a breakfast bar, which he clearly doesn’t like. He also decides that a Denny’s breakfast would be better.
Air Supply’s “All Out of Love” plays in the background of both spots.
Breakfast remains the core meal at Denny’s, which has 1,545 units nationwide, but McDonald’s, Burger King and other quick-service chains have increased the competitive pressure in that daypart with expanded breakfast menus, which pose a threat to breakfast sales at sit-down restaurants.