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Imagine people of every stripe gathered under one roof, hanging out and enjoying themselves, breaking bread and making memories. Is it a pipe dream in today’s divisive climate or a retail marketer’s version of utopia?
It’s neither, say executives at Denny’s, who are launching a new campaign today that features an inclusive lineup—both in front of and behind the camera—and touts its heritage as “America’s diner.”
At a time when everything is political and advertising is closely dissected for potential tone-deafness on one the hand or overt pandering on the other, Denny’s execs decided to put out a message they think reflects the everyday reality of the fast-casual chain and one they consider “emotional and unifying.”
“It’s so what this country wants right now,” says John Dillon, Denny’s chief brand officer.