Looks like DumbDumb and Ben Silverman were right on the money when they launched a new campaign for Denny's, the popular pancake restaurant that previously catered to a mostly older demographic. The "Always Open" campaign includes a comedic web series starring Jason Bateman, Sarah Silverman, Amy Poehler, Will Arnett and more. Over plates of flapjacks in a real Denny's booth, the comedians chat with host David Koechner.
Since the online shorts launched on March 9, the company has noticed a rise in younger customers, and its BrandIndex Impression score has risen from 6.2 to 25.4. To bring the videos to life, Denny's partnered with Electus, Ben Silverman's multimedia studio, and DumbDumb for digital content and production. The BrandIndex scores from YouGov reveal a changing attitude toward the Denny's brand, most noticeably in the 18-34 year-old demographic.
The lineup of respected comedians in the shorts is likely the winning factor that's getting the attention of hipsters. The increase of approval from a younger generation doesn't mean the baby boomers-- who were thought to make up the majority of the restaurant's customers-- are stepping aside. Young or old, there will be enough flapjacks for everyone.
