Denny’s is waving the Canadian flag with its latest work, all in service of its local ingredients.
The family casual restaurant’s campaign, “Oooooh Canada,” a play on the national anthem, is heavily centred around appetite appeal and implores consumers to experience its “new 100% Canadian beef.”
As Peter Salvador, senior director of marketing, Denny’s Canada explains, while the brand has a long history of local community work – partnering with Big Brothers and Big Sisters of Canada, The Juvenile Diabetes Research Foundation, to name a few – it actually hasn’t talked about its ingredients, of which 85% are Canadian and locally-sourced.
“Denny’s Canada is a Canadian brand, owned and operated by Canadians,” Salvador notes of the Northland Properties-operated chain. “This campaign will be a part of ongoing efforts where we’ll be celebrating and showcasing more and more of our Canadian partnerships.”
The latest campaign is part of the brand’s effort to listen to its customers north of the border, with innovations informed through its recent test kitchens in British Columbia and Ontario, where Denny’s receives direct feedback from customers on menu items, and what’s important to them. It also gleans consumer insights through regular qualitative and quantitative research.
“Consumer sentiments change and evolve and so should a brand,” Salvador says. “Our new 100% Canadian burgers are giving our customers exactly what they want from the bun to the beef.”
In the latest campaign, Denny’s is also celebrating some of the signature items on its lunch menu, such as its burgers. The work is predominantly running across digital, PR, and social.
“It used to be that digital was reserved for younger demographics,” Salvador says. “But that’s simply not the case anymore. These days all segments and all demographics have a presence on, and are engaged in, some form of digital.”
Creative agency Full Punch, based in Vancouver and Edmonton, led the campaign creative. Denny’s also works with a Vancouver digital shop called Ollo Metrics, and with Pomp & Circumstance on PR.
The “Oooooh Canada” campaign launched this week and runs nationally.
