Denny's Discusses Appointing Anomaly as Creative Agency of Record

Denny's will emerge from the pandemic with a new creative agency partner. This week, Denny's appointed Anomaly, tasking the shop with leading the next stage of its brand revitalization and an emphasis on inclusivity and innovation. Denny's is also investing in building up its in-house agency Team Create, which it launched around two years ago. Media buying and planning was not part of the review and will remain with Publicis Media's SparkFoundry. "It was important for us to have an agency that had a strong understanding of culturally sensitive marketing," Denny's chief brand officer John Dillon told Adweek. "We wanted an agency that aligned with our vision of serving today’s multicultural American family." Dillon said that, through multiple conversations and presentations, Anomaly demonstrated a cultural aptitude that aligns with the brand's understanding of the modern multicultural American family. "Their relevant and unique approach and ideas they presented demonstrated an ability to break through to guests of Denny's and future guests of Denny’s," he explained. "We expect and want this to be a long-term partnership for many years to come." Denny's spent around $29 million on media last year, according to data consultancy COMvergence. Q&A: How Denny’s Advertising Is Embracing Inclusivity as More Than a Buzzword A long run and extensive search Denny's appointment of Anomaly ends a relationship with South Carolina agency EP+Co, which dates back around a dozen years. Dillon referred to it as a "tremendous run." They’ve been a phenomenal partner for over a decade and helped lead us to the rejuvenation of our brand," he continued. Denny's began working with EP+Co on menus and merchandising before naming the shop as creative agency of record in 2013. EP+Co's work for the brand introduced Denny's brand repositioning that launched in 2011. "We have had an incredible, fun, kick-ass, creative and all-round amazing 12-year adventure with Denny’s," EP+Co president, CCO Con Williamson said in a statement. "But 12 years is a really long time; that’s like 105 in human years. So after lots of great conversation, Denny's and EP+Co mutually agreed that it was just time to shake things up—in the best way possible." The appointment follows a review led by SelectResources International, which Dillon said narrowed down a search initially consisting of over a dozen holding company-affiliated and independent agencies down to six finalists. One unique aspect of the review was the active participation of Denny's franchisees in the process, which Dillon said played an active role in determining Denny's future. "We work side by side with our franchisees, inclusive of marketing decisions," he added. Anomaly and Denny's marketing menu Dillon said that Denny's had arrived at a "sweet spot" in what Anomaly and its Team Create would handle, with the latter focusing primarily on food and menu marketing and in-store merchandising. The appointment follows a challenging year for Denny's, which saw same-store sales decrease 31.4% in 2020 and 32.9% in Q4. But the brand is optimistic about the year ahead. Anomaly's first work for Denny's is expected to run across a variety of platforms by the end of the year. Dillon hinted at one area where Denny's will continue messaging it began during the pandemic. "We spent a lot of time talking about cleanliness and sanitation, and our guests have responded and appreciate that focus," he said. Denny's rallied around changing consumer needs during the pandemic, introducing or expanding curbside and takeout options and third-party delivery partnerships. Last November, Denny's took its charitable efforts on the road with its "Heroes Tour," offering free meals to homeless vets via its Mobile Relief Diner. Anomaly and Denny's internal creative team will balance promoting these types of offerings with the return of in-restaurant diners to both existing and prospective customers. "We consider ourselves America's Diner for today's America and tomorrow's America. and that's what this switch is about," Dillon explained. "We just are taking that to the next level." For Denny’s, Driving Around America to Feed Veterans Is a Trip Back to Its Founding Purpose