Denny’s Sings Praises of Full-Service Breakfast

BOSTON Denny’s resurrects Air Supply’s 1980 hit “All Out of Love” in a campaign that encourages diners to partake of the Denny’s breakfast experience: Full meals with full service.

The effort was crafted by Publicis Mid-America in Dallas, a unit of Publicis Groupe. A pair of 15-second spots show disappointing breakfast experiences: A man in a company break room despairs over his granola bar; a driver suddenly hits the breaks, sending her fast-food breakfast flying.

“Our new campaign reinforces Denny’s unique ability to provide a complete breakfast experience,” said Margaret Jenkins, CMO at Denny’s. “Research has shown that breakfast consumption is on the rise, and we find many consumers are unnecessarily ‘settling’ by limiting their choices to fast-food options.”

“We set out to establish an emotional connection with consumers while clearly communicating a compelling product message,” said agency svp, director of account management Brent Feldman.

The work broke over the weekend. Spending on the new campaign was not disclosed. In recent years, the Spartanburg, S.C.-based chain has annually spent roughly $15 million in U.S. measured media. Most of Denny’s approximately 1,600 restaurants are located in California, Florida and Texas.