Here, Geoffrey Precourt recounts the story of Denny's Super Bowl-fuelled free-breakfast promotion.

For his other reports from the event - including Lee Jeans, Citizen's Bank, Enterprise Rent-a-Car and Trojan, visit www.warc.com/precourt.

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On the (fast) food chain, Denny's occupies a slot that's above McDonald's and Burger King, a touch or two ahead of the International House of Pancakes, but someplace just south of Appleby's and Cracker Barrel.

This 55-year-old brand is a high-volume, high table-turnover business with a family-style presentation that's traditionally had a niche in breakfasts supported by meal platforms that also include lunch, dinner, and night-time meals.

As a