Updated: Denny’s Shifts to Goodby, Heads to Super Bowl

Casual restaurant chain Denny’s has selected Goodby, Silverstein & Partners as its lead agency and will air its first Super Bowl spot during the third quarter of this year’s game, the client confirmed on Wednesday.
Denny’s spent more than $55 million on ads during the first 10 months of last year, according to Nielsen Monitor-Plus. Spending for all of 2007 was just shy of $60 million.

Nelson Marchioli, CEO of Denny’s, said in a statement: “We’re looking to reconnect with those consumers who have wonderful memories of the brand. Goodby understands our guests, their needs, wants and moods and what we need to do to reach them now.”

Goodby, an Omnnicom Group agency in San Francisco, succeeds Publicis Groupe’s Publicis in Dallas on the business.
The Spartanburg, S.C.-based client has used Publicis as its principal creative resource since 2002. Media duties remain at Publicis’ Optimedia.
Of late, the chain has shuffled various promotional strategies.

Its efforts include “Denny’s AllNighter,” a multimedia push from 2008 that sought to give the diner chain, according to Brandweek, a “dimly lit club ambiance” and alt-rock music from 10 p.m. to 5 a.m. That effort featured an “Adopt a Band” contest that let diners choose which groups would get promo support from Denny’s plus free food on tour.
And during the Presidential Election last year, the chain launched an interactive consumer contest inviting diners to trot out their best candidate impressions. The prize: free food for a presidential term.

Denny’s has approximately 1,500 company-owned and franchised  restaurants in the U.S., Canada, Costa Rica, Guam, Mexico, New Zealand and Puerto Rico.

This story updates an item posted earlier today with the news that Denny’s will air its first Super Bowl spot.