Denny's online campaign targets Hispanics
Feb. 1, 2012
by Meat&Poultry Staff
SPARTANBURG, SC – Denny's announced on Feb. 1 the launch of its first national online marketing campaign targeting the Hispanic consumer. As a primary part of the campaign, Denny’s is releasing a Funny Or Die spoof video, titled “Skillet Whisperer,” which features dog behavioralist and TV personality, Cesar Millan, star of National Geographic WILD's 'Dog Whisperer with Cesar Millan.' In the “Skillet Whisperer” video Millan is seen taming an unruly Denny's Sizzlin' Skillet, instead of his usual canine companions.
The "Skillet Whisperer" episode takes place in a Denny's diner where Millan steps in to help an overwhelmed family who is confronted with an aggressive Western Skillet, from the new "Sizzlin' Skillets" menu. He teaches the family how to display their dominance to calm the skillet so that it may be eaten and enjoyed in a respectful manner. The video was created to connect with Denny's growing Hispanic customer base. Also starring in the Spanish version of the video is Millan's son, Calvin Millan, who plays the son of the family.
"Skillet Whisperer" launches in Spanish and English versions and is available online at Youtube.com and FunnyOrDie.com and will also be accessible via Dennys.com, Facebook and other social media platforms.
"Denny's enjoys strong relationships with our Hispanic guests, which make up the fastest growing demographic at our restaurants and in the US overall," commented Frances Allen, chief marketing officer of Denny's Corporation. "We have regularly introduced innovative new campaigns to engage with our target demographics, so we are truly excited to be launching our first video campaign produced in both English and Spanish, with the goal of making it as authentic as possible for our wide variety of guests.”