Advertising Campaigns: Denny’s Introduces TV and Online Video Campaign
Denny's has developed a new music video targeting Hispanic families, promoting the $4 "Build Your Own Chicken Wraps", one of many items on its $2 4 6 8 Value Menu.
The Chicken "wRap" video was developed by Denny's US Hispanic Agency, Casanova Pendrill, who has been concentrating its efforts on developing branded entertainment featuring promoted products for the digital environment. After the February launch of the "Skillet Whisperer" video campaign featuring famed Dog Whisperer Cesar Millan, Denny's has continued to aggressively target the Hispanic market by creating original and shareable content for TV and digital media.
The $4 "Build Your Own Chicken Wraps" campaign begins with a national TV commercial, encouraging viewers to continue watching the extended continuation video on Denny's Latino YouTube channel (Watch video). The video portrays a Hispanic family eating at a Denny's restaurant, when the father confuses his children's request for a "chicken wrap" with a "chicken rap" and tries to show off his rapping skills while the kids watch on in embarrassment.
Naldo, a Puerto Rican rapper, who has collaborated with reggaeton stars such as Daddy Yankee, Wisin y Yandel & Ivy Queen to name a few, delivered a magnificent job by developing the lyrics as well as the music production. His voice and music concept played a major role in the video.
The video for "Uncool" will launch exclusively on YouTube, Monday, May 14th and will live strictly on this video portal. Denny's goal is to increase guest traffic and social relevance with focus on key value-minded Hispanic insights in a fun and unexpected way. The online video is the first nationwide campaign developed by Denny's strictly in Spanish.
"We have regularly introduced innovative new campaigns to engage with our target demographics, so we are truly excited to be launching our first all-Spanish video campaign with the goal of making it as fun and unexpected as possible for our wide variety of guests," commented Frances Allen, Chief Marketing Officer for Denny's. "The Hispanic community continues to be highly important to the Denny's brand and we are excited to continue spreading its 'always open' message with the launch of the new $2 4 6 8 Value Menu campaign with an entertaining, branded content effort in the form of a music video that speaks to our Hispanic consumer," added Ingrid Otero-Smart, President & Chief Executive Officer of Casanova Pendrill.
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