After a review, Goodby, Silverstein & Partners (GS&P) is Denny’s new agency of record, responsible for brand strategy, creative and promotions. Media buying will remain with Optimedia. GS&P is charged with re-energizing the Denny’s brand through aggressive advertising and marketing that will include a high-profile, first ever Super Bowl commercial scheduled to air during the third quarter of the 2009 game.
“We’ve passed the ball to Goodby, Silverstein & Partners, and we’re expecting touchdowns,” notes Nelson Marchioli, CEO, Denny’s. “Denny’s has long been top-of-mind with American consumers with over 90% brand awareness. We’re looking to reconnect with those consumers who have wonderful memories of the brand. GS&P understands our guests, their needs, wants and moods and what we need to do to reach them now.”
The agency’s first creative is expected to hit late January followed by a 30-second Super Bowl ad. The Superbowl has one of the largest television audiences of the year. Almost 100 million people are expected to see Denny’s Superbowl ad on February 1.