Denny's ad spots target Hispanic consumersDenny's ad spots target Hispanic consumers

Alan J. Liddle

Denny’s has launched its first online marketing campaign aimed at Hispanic consumers and featuring Cesar Millan called “The Skillet Whisperer.”

The Spartanburg, S.C.-based family-dining chain produced the three-minute video featuring Millan, the star of the National Geographic Wild channel’s “Dog Whisperer” program, in English and Spanish, and posted them at FunnyOrDie.com and YouTube, respectively.

The videos also will be accessible via Dennys.com, Facebook and other social media platforms, officials of chain parent Denny’s Corp. said.

“Denny's enjoys strong relationships with our Hispanic guests, which make up the fastest growing demographic at our restaurants and in the U.S. overall,” Frances Allen, chief marketing officer of Denny's Corp., said in a statement.

“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,” she added.

Watch the commercial in Spanish; story continues below

Denny’s expanded marketing message to the Hispanic community is part of a growing trend among foodservice operators aiming to tap into that demographic group.

The NPD Group has said the demand from consumers in fast-growing demographic groups, like Hispanics and Asian-Americans, are influencing the restaurant industry. NPD characterized the Hispanic market as a top growth opportunity for restaurants in the years ahead.

“The Skillet Whisperer” is the first nationwide campaign developed by Denny's new Hispanic advertising agency, Casanova Pendrill, which partnered with the chain’s lead agency, Gotham.

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Casanova Pendrill officials said the spot is intended to spread the “always open” message of Denny’s.

“The partnership with Funny Or Die and Cesar Millan gives Denny's the chance to speak to Hispanic consumers in a fresh, fun way, and we look forward to increasing engagement within this audience across all media platforms moving forward,” said Ingrid Otero-Smart, Casanova Pendrill’s president and chief executive.

Denny’s has 1,670 restaurants in the United States and several other countries and territories.

Contact Alan J. Liddle at [email protected].
Follow him on Twitter: @AJ_NRN