|Denny’s Fluffs Up Digital to Sell Its New Pancakes
The breakfast wars just got a whole lot fluffier. Fifty percent fluffier, to be exact.
Denny’s is rolling out 50 percent fluffier pancakes across its over 1,700 locations this week, and announcing the move — made with a nod to the growing demand for fresher ingredients — through partnerships with YouTube, Snapchat and other digital channels in its biggest campaign to date.
Consumers already thought the chain’s pancakes are good, but Denny’s market research shows that 44 percent of them prefer homemade. “So we wanted to make our pancakes even better than those made by your grandma, your dad, your wife and your husband,” said John Dillon, chief marketing officer for Denny’s, at a press event in New York City. “We are welcoming everyone to taste for themselves.”
The new recipe includes fresh buttermilk, eggs and a hint of vanilla. Dillon explained that the product development has been going on for three years and his team started testing marketing last year. He is confident they will sell like, well, hotcakes.
To make sure they do, in addition to two standard 30-second TV spots and some 15-second spots, the campaign – which is the biggest from the chain investment-wise and scale-wise – features Snapchat geo-target filters for the first time across Denny’s more than 1,700 restaurants.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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