DENNY’S LAUNCHES NEW HISPANIC TELEVISION CAMPAIGN

DENNY’S LAUNCHES NEW HISPANIC TELEVISION CAMPAIGN

Spanish-language creative speaks to Denny's renewed focus on food, service and hospitality


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SPARTANBURG, S.C.–(HISPANIC PR WIRE – BUSINESS WIRE)–Jan. 6, 2003–Denny’s announced today the debut of a new Hispanic television advertising campaign designed to speak directly to Spanish-speaking consumers.

The new commercial is the first creative effort of Denny’s newly-appointed Hispanic agency of record, cruz/kravetz: IDEAS. It will air in select markets.

The 30-second spot features Marta, a Latino actress who was selected because she captures the spirit and the hospitality-orientation of the typical Denny’s employee as she goes about her serving duties. Marta encounters a sleepy-eyed security guard who sips his early-morning coffee, a young boy mischievously enjoying his whipped cream topped hot chocolate, and an animated family sharing stories at the end of the day. The spot concludes with Marta saying: “All of us at Denny’s are here to give you an enjoyable experience.”

“cruz/kravetz: IDEAS was able to capture the essence of the Denny’s experience by showing guests in typical Denny’s situations,” said Margaret Jenkins, Denny’s senior vice president and chief marketing officer. “The creative includes an invitation to try one of our Classic Lunch meals and frames the food in a very appetizing way.”

“The campaign seeks to create brand relevance for a consumer who enjoys good food and appreciates the experience that Denny’s provides. The spot integrates a strong food message with Marta’s commitment to service. It’s the right blend of messages for the Hispanic audience,” said Maite D’Amico, president and chief creative officer at cruz/kravetz: IDEAS. “The new tagline — En Denny’s, nos ocupamos de ti (At Denny’s, we take care of you) — will be featured in all Spanish broadcast and print efforts.”

Denny’s is the nation’s largest full-service family restaurant chain with approximately 1,700 locations. The company has ranked among the top 10 leaders in corporate diversity by Fortune magazine in its annual “America’s 50 Best Companies for Minorities” during each of the past five years. Denny’s stock is traded under the ticker “DNYY” and information is available on Denny’s website at http://www.dennys.com

Los Angeles-based cruz/kravetz: IDEAS is a marketing consultancy and full-service advertising and public relations agency specializing in the US Hispanic market. Its client roster includes Target, Crown Royal, and El Pollo Loco.

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CONTACT:

cruz/kravetz: IDEAS

Abelardo de la Pena, 310-312-3630

or

Denny’s

Debbie Atkins, 864-597-8361

DENNY’S LAUNCHES NEW HISPANIC TELEVISION CAMPAIGN