The new year highlights several activities supporting Denny's ongoing commitment to serving the Hispanic communities in which it operates.
In addition to launching a new media campaign this month welcoming Hispanic consumers to Denny's, the company also announced a three-year exclusive network partnership with Telemundo. 2001 also marks Denny's fifth year of participation with the Hispanic Heritage Awards Foundation and its fourth year as a major sponsor of the Hispanic Heritage Youth Awards, which is beginning the annual selection process for new scholarship recipients.
Media Campaign Introduces New Brand Position
Studies show that more of today's busy families are spending less time together for meals, and families and friends are looking for opportunities to be "at home" with the people most important to them. This theme is central to a new national Hispanic advertising campaign for Denny's restaurants launching on this week. Developed by Hispanic agency of record SiboneyUSA/Dallas, the campaign introduces Denny's new brand position as "America's Kitchen Table" - the heart of the home.
Using contemporary Latin music and state-of-the art film technique, the new campaign showcases Denny's as relevant to today's Hispanic consumer - and a great place for Hispanic families, friends and co-workers to share a good time together over a good meal in a familiar, relaxed environment. The key brand position is incorporated into each spot with the new tagline "La Mesa Esta Puesta" (The table is ready). This common Spanish phrase recalls family meals at home and communicates a strong welcoming message to help Hispanic customers feel they are "at home" at Denny's.
Each commercial in the campaign features a wide variety of people who represent integral parts of the everyday Hispanic experience, so the Hispanic consumer can identify with "real" people and "real" situations. By using popular hit music and familiar classics in combination with vibrant contemporary scenes, Denny's reinforces its already strong connection with today's Hispanic lifestyle.
"We are excited about presenting Denny's as 'America's Kitchen Table' because we know today's busy families are searching for a place where they can gather for a good meal and good conversation," said Roy Getz, vice president of marketing for Denny's.
Situations featured in the campaign represent everyday activities and emotions that Hispanics might experience with friends and family around their own kitchen table at home. Some featured scenes include a baseball team celebrating their victory over burgers and cokes, young Hispanic families enjoying each other's company over a delicious meal, and a group of construction workers discussing their blueprint plans during a comfortable working lunch.
The four new :30 second television spots, produced by Milagro Films and directed by award-winning music video director Gustavo Garzon, were shot in Mexico City and edited in Dallas, Texas, with music production taking place in Miami and New York City. The new commercials will air nationally on the Telemundo network, as well as on Univision, GEMS, and Galavision in Los Angeles, Miami, San Francisco, Houston, San Diego, Phoenix, El Paso, Fresno, Bakersfield, Sacramento, Stockton, Modesto and Monterey/Salinas. Radio spots will air concurrently in the same markets.
Three-Year Agreement Demonstrates Denny's Financial Commitment to Hispanic Market
Beginning January 1, Denny's struck an extended three-year media partnership agreement with the Telemundo television network. While showcasing Denny's long-term financial commitment to the Hispanic market, this agreement also conveys Denny's position as an advertiser willing to utilize unconventional tools and make bold decisions to achieve marketing advantages in an increasingly competitive environment.
As part of the agreement with Telemundo, Denny's will be featured on a daily basis during the "Esta Manana" morning news and lifestyle program, as well as receive ongoing integration in other key daypart programs. Denny's will reinforce brand identity by being the title sponsor of Esta Manana's weather segment. In addition, Denny's will provide topical and timely nutrition and home entertainment information through an ongoing cooking segment featuring Denny's Executive Chef, Tim Soufan. Some of the topics that may be featured include the perfect Valentine's Day breakfast, ideas to feed the masses if it rains on your summer barbecue, tips on how to cook up breakfast for a holiday crowd, and back-to-school breakfast treats for the kids.
This partnership reaffirms Denny's recognition of the strength and importance of the Hispanic market.
"We are excited about the prospect of an ongoing partnership with Telemundo. The opportunities for integration into programming truly enable Denny's to live in the hearts and homes of our Hispanic consumers," said Jenifer Harmon, Denny's Senior Director of National Advertising.
Denny's Launches Fifth Year of Support for Hispanic Heritage Awards
The Hispanic Heritage Awards, which celebrates the achievements of outstanding Hispanic Americans in the arts, literature, leadership, education and sports, provides an important service to the community and youth by profiling and promoting Hispanic American role models. Denny's realizes the importance of recognizing and developing future Hispanic leaders because of the enormous impact Hispanics have made, and continue to make, in politics, business, entertainment, sports and most importantly, the community.
As an advocate of Hispanic excellence, Denny's has been a major supporter of the Hispanic Heritage Foundation for the past five years and announces its fourth year as title sponsor of the Hispanic Heritage Youth Award for Sports. One regional scholarship recipient will be selected in each of twelve major markets nationwide - Chicago, Dallas, Denver, Houston, Los Angeles, Miami, New York, Philadelphia, Phoenix, San Antonio/South Texas, San Diego, Washington D.C.
Each regional winner will receive a $2,000 scholarship and a personal computer for use in collegiate study. One national winner will be chosen from the 12 regional winners and will receive an additional $5,000 scholarship and a complimentary trip to Washington, D.C. to participate in the nationally televised Hispanic Heritage Awards Gala. In 2000, over 60 regional winners and six national winners were awarded over $250,000 in scholarship funds and educational tools. More information and applications for 2001 may be downloaded from the web at www.dennys.com.
The Hispanic Heritage Awards Foundation is a non-profit organization that was established in 1987 to promote Hispanic excellence, provide a greater understanding of the contributions of Hispanic Americans to the U.S., and to recognize role models who inspire our youth. In addition to the six Youth Awards presented each year, The Hispanic Heritage Foundation annually honors prominent Hispanics with achievement awards in the areas of Literature, Leadership, the Arts, Education, and Sports. The 2000 Award winners were Oscar Hijuelos (Literature), Dolores Huerta (Leadership), Anthony Quinn (Arts), Cruz Reynoso (Education), and Sammy Sosa (Sports).