14K
People Surveyed
$70M
PR Value
300K
Promotion Redemptions
We leveraged breakfast trends for Denny’s launch of Endless Breakfast Day
Discover how we combined data-driven insights with the Denny’s launch of National Endless Breakfast Day to secure extensive media coverage, reinforce brand leadership in breakfast, and drive consumer excitement for their Endless Breakfast promotion.
The Brief
Denny’s aimed to further solidify its reputation as the leading authority on breakfast through strategic PR efforts centered around a comprehensive breakfast data study. The goal was to leverage insights from the study to gain PR coverage across national and local media, while promoting Denny’s Endless Breakfast and launching National Endless Breakfast Day. The campaign was designed to resonate with a broad audience across the country, with particular focus on priority metro markets.
The Execution
Our strategy revolved around a dual-focused campaign, integrating earned media pitching with the celebration of National Endless Breakfast Day. We conducted a massive, national survey to ascertain Americans’ breakfast behaviors, including favorite dishes, routines, and more. From this survey, we created a data study that served as the cornerstone for our media outreach; targeting a wide array of outlets, from national publications to local news stations in all 50 states. The pitches highlighted key findings such as the overall importance of breakfast, evolving breakfast habits, and state-specific preferences for breakfast foods. To amplify Denny’s position as a thought leader, we tied in the promotion of Denny’s Endless Breakfast and announced National Endless Breakfast Day, creating a new annual event that encouraged consumers to indulge in unlimited breakfast offerings at Denny’s. National Today played a vital role by leveraging its extensive media contacts to secure coverage in outlets specializing in food-related data and consumer trends.
The Result
The campaign successfully positioned Denny’s as both a breakfast authority and the home of endless breakfast indulgence. The breakfast data study generated extensive media coverage, spanning national and local outlets, with state-specific results driving particular interest in key metro markets. The introduction of National Endless Breakfast Day created significant buzz, with media outlets and consumers alike embracing the concept. The campaign not only elevated Denny’s brand positioning, with a measured 11% lift in brand recognition, but also drove substantial consumer engagement (more than 300,000 promotion redemptions) with the Endless Breakfast, making National Endless Breakfast Day a key event in Denny’s annual marketing calendar.
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