Denny’s Corporation appointed Mindshare, part of GroupM and WPP, as its U.S. media agency of record.
Mindshare will lead audience and media strategy, planning, investment, measurement, and data and analytics out of its Atlanta office.
The 70-year-old fast-food franchise has partnered with the media agency to engage new customers with the brand, as well as highlight its commitment to communities.
The first work with Mindshare is expected in the first quarter of 2024.
Nancy Hall, North America CEO, Mindshare, told Agency Daily: “You can see some of the smart, creative ways Denny's engages its consumers, and how it leans into culture to drive the brand forward. There is a tremendous opportunity and synergy between Mindshare and Denny’s in our shared passion for media innovation and customer strategy.”
In early November, Denny's announced nine permanent menu additions, including Denny’s reimagined French toast dishes, the brioche French toast slam, strawberry stuffed French toast slam and the sweet cream cold brew, and various salad dishes, such as salmon salad your way.
As of Sept. 27, 2023, Denny's had 1,588 franchised restaurants, which includes 166 restaurants in 15 countries, such as Canada, Costa Rica, Curacao, Indonesia, Mexico, New Zealand, the United Arab Emirates and the U.K.
In addition, FINN Partners was named as public relations and brand communications agency of record for Denny's.
Mindshare's client work includes Honest Eggs Co., FCAS, which fights antisemitism, Dove and Tyson.