What does Denny's stand to gain from being in the Super Bowl?
Posted on Wed Jan 14 2009
So, Denny's, home to birthday dinners, post-concert waffle stops and lots of trips that were forgotten as soon as they happened, hires Goodby, Silverstein & Partners and is about to air its first Super Bowl ad?
It's hard to see what Denny's gets out of this, other than a $3 million hole in its pocket. The brand is already well known, so it's not like this is an awareness play. Instead, it seems the chain just feels like it has to do "something." But while the spot might end up being clever, it probably won't do much to enhance or change the brand perception.
Just seems odd that at a time when so many longtime Super Bowl advertisers are opting out of the game, that Denny's, with little new to announce, is jumping in. But it's getting publicity, which might have been the goal all along.
(Image courtsey of The Onion and its classic headline "Denny's Introduces 'Just A Humongous Bucket Of Eggs And Meat.' ")
—Posted by Chris Thilk
