Denny’s has launched a new campaign aimed at bringing people back for breakfast, and it’s using guerilla marketing tactics and TV spots to do it.
Hampered by other fast food restaurants encroaching on its breakfast turf, Denny’s is taking a competitive swipe at those chains with a scrappy campaign that urges people to choose real versus “fake” food.
“We’ve got a different attitude,” said Elizabeth Geer, senior director of advertising and merchandising. “We’re trying to reclaim what we really do best: Breakfast.”
Next month, brand ambassadors will hit 10 major markets and target big events, like the National Collegiate Athletic Association’s March Madness, serving people coffee from coffee jet packs and handing out coupons to drive store traffic, Geer said. Denny’s also plans to erect wild postings and wrap buses with its message.
TV spots broke last week featuring actor Tony Sirico, best known for his role as Paulie Walnuts in “The Sopranos.” The commercials play off Denny’s campaign, “Don’t Fall for Fake.” In the one spot, Sirico tosses down fake money at a fast food restaurant to pay for breakfast. His rationale is to pay for a fake breakfast with fake money.
Another spot features Sirico and an angry man behind a two-way mirror viewing a police line-up of fast-food workers. The man then picks out the person who sold him a fake breakfast.
Denny’s posted its commercials on YouTube.com and on its Web site to virally spread its message.
“We’re trying to bust the fake,” Geer said.
In-store signage and online marketing also supports the campaign. Publicis Mid America in Dallas, Denny’s agency of record, is handling the campaign and creative elements.
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