Heritage and legacy can come with a price, and introducing new consumers to a legacy brand is tricky. Denny’s faced a similar challenge. How do you restore one of America’s oldest dining institutions to #1? Denny’s needed to redefine their brand positioning and find new consumers to reclaim that spot.

We had to remind the rest of the country who Denny’s is, and invite them back into their diner, America’s Diner. We had to connect with consumers in a way that built relationships beyond the expectations of the category, rediscover Denny’s roots, and find new ways to show the brand’s love for feeding people.

We met consumers where they were on social media, and introduced them to the hilarious, relatable, and sometimes weird persona that is Denny’s. We found countless ways to bring people together and do what Denny’s does best, feed people, in times when it mattered most.