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Frances Allen, chief marketing officer at Denny’s, discusses why she’s picky when choosing movie sponsorships—such as the recent Arthur Christmas tie-in—how she feels about the economy and why her brand isn’t returning to the Super Bowl this year.
Adweek: What has Arthur Christmas done for Denny’s?
Allen: The kids’ products have resonated very well. They’ve sold very well in the restaurants. And we needed to get a little of our kids' pester power back. Also, the theme of the movie is just so charming, so all-family and so Denny’s-like.
Have sales of the menu items exceeded expectations or were they about what you expected?
They exceeded.
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