Denny’s targets African-American and Hispanic diners in portrait of modern American family
Denny’s is using its nationwide restaurant remodel to directly capture the attention of African-American and Hispanic consumers in a campaign exploring what a modern family looks like in Trump’s America.
The diner chain has launched three news spots under the nationwide ‘See You at Denny’s’ tagline, which aims to promote the overhaul of its menu and refurbishment of its restaurants.
Denny's is overtly going after the African-American and Hispanic dollar
Two of the ads have been scripted to speak directly to African-American and Hispanic audiences, respectively.
African-American actors play on the colloquialism of “I see you” as diners and servers in the former, while the latter’s cast members speak in both Spanish and English and punctuate the commercial with “Nos vemos en Denny’s”.
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The spots will run on respective African-American and Hispanic-American endemic networks, as well as on broader cable, VOD and social media channels. A third general market spot has also been created, which questions the concept of ‘difference’ in today’s America.
The campaign was co-created by EP+Co, which worked with multicultural agencies Conill and Fluent360.
“We have long been the place where people come together,” said Denny’s chief brand officer, John Dillon. “More than an ad campaign, ‘See You at Denny’s’ is a sign of our continued commitment across the organization to create a place where the modern American family can come together and connect over a delicious meal.”
Denny’s has committed itself to reaching a broader, more diverse customer base for a number of years now, with Dillon previously noting how America’s ‘minorities’ now form the majority of the ever-diversifying US.
Moreover, the brand has worked to undo accusations of historic racism, which came to a head when it faced federal charges of discrimination against black customers in the early 1990s.