Denny's: Always Open

This campaign for Denny's, the American diner chain, aimed to reach the Millennial generation and regain lost sales.

Denny's: Always Open

Gotham New York

Advertiser: Denny'sBrand: Denny'sCountry: USA

Objectives

For the past five decades, Denny's had built a successful business and brand by focusing on the needs of two core targets: Matures and Baby Boomers. Serving classic diner fare to these two groups was a model that couldn't lose…or so Denny's thought.

As 2011 approached, Denny's was faced with something it hadn't ever encountered before. Its entire category – mid-scale dining – was on the decline. Its loyal consumer base had started eating out less or trading down to fast casual restaurants.

As...

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