This New Denny's Campaign Aims to Appeal to Black and Latinx Consumers
Riley von Niessen — September 9, 2019 — Marketing
To focus on American diversity, a new Denny's campaign was released, with one version of the commercial featured in English, and another in Spanish. To create the campaign, the restaurant chain joined with agency EP+Co, which tapped international agencies Conill and Fluent360 for support.
According to The Drum, "the ads have been scripted to speak directly to African-American and Hispanic audiences," and each one is set to run on "respective African-American and Hispanic-American endemic networks, as well as on broader cable, VOD and social media channels."
The ads are intended to spotlight the modern family in America, reflect the diversity that exists among consumers, and position the restaurant chain behind a message that champions respect and inclusiveness. With this, Denny's aims to appeal to a broader demographic within the US.
According to The Drum, "the ads have been scripted to speak directly to African-American and Hispanic audiences," and each one is set to run on "respective African-American and Hispanic-American endemic networks, as well as on broader cable, VOD and social media channels."
The ads are intended to spotlight the modern family in America, reflect the diversity that exists among consumers, and position the restaurant chain behind a message that champions respect and inclusiveness. With this, Denny's aims to appeal to a broader demographic within the US.
Trend Themes
1. Multicultural Advertising - Disruptive innovation opportunity: Develop targeted advertising campaigns that resonate with specific ethnic audiences to increase customer engagement and brand loyalty.
2. Diverse Representation - Disruptive innovation opportunity: Incorporate diverse characters and storylines in advertising campaigns to better reflect the multicultural society and connect with a wider consumer base.
3. Multilingual Marketing - Disruptive innovation opportunity: Create marketing materials in multiple languages to effectively reach and communicate with diverse target audiences, expanding brand reach and market penetration.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Utilize data-driven insights and cultural nuances to develop inclusive advertising campaigns that resonate with diverse customer segments, driving business growth.
2. Restaurant and Food Services - Disruptive innovation opportunity: Embrace multiculturalism through diverse menu offerings, culturally relevant promotions, and inclusive dining experiences to attract a wider range of customers.
3. Media and Entertainment - Disruptive innovation opportunity: Partner with brands and agencies to create authentic multicultural content that highlights diverse experiences, cater to underrepresented communities, and capture new audiences.
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