Denny's has appointed Publicis Groupe’s Conill as its Hispanic advertising AOR following a competitive review. IPG’s Casanova//McCann previously served as Denny’s Hispanic agency.
The California-based agency will handle strategy, creative development, social media and digital communications targeting Hispanic audiences at both the local and national level.
Conill will also work very closely with Denny’s longtime agency partners Erwin Penland and Blue 449 to ensure a "holistic brand message" across all guest segments, according to the client.
Denny's advertising expenses for 2016, 2015 and 2014 were $13.1 million, $12.5 million and $12.3 million, respectively, although local co-op dollar contributions from franchisees bring total annual budgets into the $70 million-plus range. The budget for Hispanic advertising was not immediately available.
Denny's is undergoing significant changes as it attempts to appeal to today's diners. The casual dining chain focuses on four demographics - Hispanics, Millennials, families with kids under 12, and Boomers - through traditional and new media.
Ads are designed to amplify Denny's brand strengths as "America's Diner," promoting the various breakfast, lunch, dinner, late night and Fit Fare menu offerings in addition to both value and premium limited time only offerings.
Social media has been a particular bright spot. The @DennysDiner Twitter feed has regularly topped lists of best corporate social media accounts with its entertaining and amusing messages, like 'Does it ever depress you watching a pat of butter melt, back to whence it came, a deep void of nonexistence? mmmm…voids."
“Today’s families are busy, connected and diverse,” stated John Dillon, CMO, Denny's. “As America’s Diner we strive to engage with our multicultural audience in ways beyond traditional advertising, making an emotional connection and resonating with them both in and outside our restaurants. As America’s Diner, it was important for us to look for a partner with strong strategic business acumen, intimate audience insight and a keen understanding of the dynamics of franchisee businesses. Conill’s credentials in these areas stood apart.”
In the U.S., Denny's has over 1,700 restaurants, including 169 company operated locations with geographic concentrations along the West Coast and the Southwest, Texas and Florida.
Founded in 1968 as the nation’s first Latino marketing agency, Conill's roster of clients includes Aflac, Nationwide, Procter & Gamble, T-Mobile and Toyota Motor Sales.