Be who you are

A lot of brands spend an inordinate amount of time and energy running from their humble origins. They try to elevate their status to increase their margins, expand their market share, or just make their executives feel better about themselves at the country club.

One of those brands was Denny's.

Originally opened in California as a 24-hour donut shop, for years marketers at Denny's have fought against that heritage trying to compete in the family dining arena. In doing so they nearly jettisoned all that made them interesting and unique.

It seems finally, that they've come to their senses based on this new campaign with the theme, "America's Diner is Always Open."



The interesting thing about this spot is that it proves honoring your heritage does not mean going retro. The food featured isn't the typical Grand Slam Breakfast and the imagery isn't packed with faux '50s diner cues. It captures the essence of what has always made Denny's different and makes it relevant for today.