Tying into election year buzz Denny’s is targeting consumers who love breakfast through an integrated promotion. The effort which includes TV ads in-store online and guerrilla components centers on a website vote4real.com where consumers can vote for real breakfast—made from ingredients cooked to order in Denny’s restaurants—versus the so-called “fake” meals offered by competitors.
The effort kicked off on March 3 during the Ohio and Texas primaries and will culminate with an announcement the day after the presidential election in November. It moves to Pennsylvania at the end of April for the primary elections and will hit other key locations such as Los Angeles San Francisco and the Republican and Democratic conventions. Guerrilla teams in select cities are taking peoples’ votes in real-time. In return voters get a bounce-back for a free cup of coffee. In addition unbranded lawn signs around electoral sites on highways and street corners urge people to “vote for real.”
Denny’s on July 4 will kick off a sweepstakes offering a trip for two to Washington DC to attend the presidential inaugural parade.
“We’re targeting people who are excited about the election ” Michael Polydoroff director of sales promotions and licensing told Buzz. “We are trying to make our brand relevant so we are taking a stance on relevant issues and topics in terms of getting out and voting.” Agency: Publicis Dallas.