Denny’s Diner
Paid Social & Display / Organic Social
As a breakfast lover, I was super excited to dive into designing work for such a classic American diner. The most rewarding part of this work was witnessing Denny's embrace a willingness to explore new approaches to showcasing their food through fresher photography styles and compositions. From concepting, shooting, and finally creating the assets, it was fun getting to be a part of a mini brand refreshes along the way. I’ve never craved pancakes more in my life!
Denny’s x Beetlejuice Beetlejuice
Denny’s partnered with Beetlejuice to create a unique partnership for the much-anticipated sequel. Working on this partnership was an experience in harmonizing brand guidelines and promotional messaging between both Denny’s and Warner Bros, while also creating engaging content that fans would want to connect with.
In the marketing world, I learned that there is something to be said about crafting creative solutions to solve for legal specifications during a brand collaboration. The “shrinker” character throughout our assets was a thread woven through the campaign as a way to connect to the Beeltejuice storyline in a safe & playful way.
Throughout the partnership, various strategies were implemented at different stages to maximize reach and impact. It was a blast to get to be part of this journey!
Paid Test Campaigns
To begin 2024, Denny’s launched a variety of different campaigns across the country to see what deal was going to resonate most with customers. 4X the campaigns, 4X the creative!
Meta paid posts
Unconventional Activation
Tasked with finding a budget-friendly and unconventional way to engage fans, I introduced storytelling with a humorous, brand-hacking persona. Slammy, a mischievous and festive plushy, playfully "disrupted" Denny's social channels, delivered cheeky commentary and pranks with a joyful perspective, throughout the holidays. The result was immediate - increased engagement across all channels and a renewed interest from fans in the Denny's brand. From the first idea, content creation, and post-production, I was the lead creative that brought Slammy to life.
I used AI to quickly explore character variations and visual tone under a short timeline. From there, I explored and worked with a few different manufacturers to see what was going to be able to get us the best possible Slammy to achieve my vision.
Slammy’s presence overall exceeded all benchmarks for Denny’s social channels, and creating a ton of buzz for the brand that exceed well beyond the holidays. The content I created became the top-performing posts for the year and over 300K additional impressions. See some of the content below:
Lick-your-screen-worthy organic social content
Evolving Denny’s organic social presence has been a balancing act—showcasing crave-worthy, delicious food while authentically connecting with customers through engaging content. As the social landscape and algorithms continue to evolve, it’s been crucial to stay on the pulse on how to bring the brand to life in the most impactful way.
