Denny's Urges America to Cast Its Vote for Breakfast

Denny's Urges America to Cast Its Vote for Breakfast

SPARTANBURG, S.C.--(BUSINESS WIRE)--March 3, 2008--In the land of liberty sharing your opinion goes with the territory. Each year millions of Americans cast their votes for the next pop star, hit single, favorite box office blockbuster, and top performing vehicle. In 2008, America has the opportunity to cast its vote in support of one of its favorite meals by going to www.vote4real.com and voting for a real breakfast experience versus so-called fake breakfast.

Denny's, America's beloved brand that's been serving up breakfast for more than 50 years, today launched vote4real.com. The entertaining Web site effectively plays off the country's heightened interest in the national election landscape. Site visitors can watch candidates tackle real issues in the Great Breakfast Debate of '08, and then cast their vote for the candidate they feel would best deliver on a real breakfast offering. The "America Votes for Real" campaign will culminate on Nov. 4, 2008, coinciding with the election of our nation's new leader.

Rallying for Real

Denny's is supplementing Vote4Real online activities with guerilla initiatives in select markets and in-store teasers at the more than 1,500 Denny's locations nationwide. From coast to coast, street teams will be interfacing with the public to serve up the opportunity for consumers to declare their votes for real breakfast. Look for teams near high-traffic tourist, sporting and political events with select video highlights of activities to be available at vote4real.com.

As part of guerrilla efforts, non-branded election-themed signage featuring the Vote4Real URL will be placed in key intersections near other existing political signs throughout major cities. Non-branded and branded Vote4Real signs will be positioned at Denny's locations nationwide for brief periods. Colorful wild postings shouting "Stand up for Real" and "Real in '08" and the Vote4Real URL will blanket select cities.

Friendly Denny's associates will become campaign champions in the spirit of "America Votes for Real." Wearing buttons encouraging "Cast Your Vote for Real," Denny's crew will campaign for the cause and place receipt stickers with the Vote4Real URL on diners' checks.

Sweepstakes for Inaugural Festivities Trip

Complementing our nation's increased patriotic spirit around the celebration of the birth of our country, Denny's will kick off a sweepstakes July 4, 2008, to offer a chance to win a trip for two to Washington D.C., to attend the presidential inaugural parade. Sweepstakes details will be made available on vote4real.com in April.

Elizabeth Geer, senior director of advertising and merchandising for Denny's, said, "Denny's 'America Votes for Real' campaign allows the nation to express its opinion by casting its vote - as is the American way, supporting real breakfast and spreading the word that they aren't going to settle."

Geer continued, "Our research shows most consumers would prefer a real breakfast. They appreciate the fresh ingredients and made-to-order preparation and, of course, the delivery of being served on real dishes with real silverware by a smiling server. Now all of America can stand for real."

"America Votes for Real" is a component of Denny's recently launched aggressive integrated communications campaign entitled "Don't Fall for Fake." From national broadcast, diverse digital, public relations, in-store merchandise, and guerrilla marketing efforts, the scrappy campaign targets men and women 25-40 and reinforces the overwhelming appeal of real, as consumers are faced with real versus so-called fake breakfast. Components include two new TV spots starring tough guy Tony Sirico, formerly of the hit show "The Sopranos," and he's out to bust fake breakfast as he sports a "don't mess with me" attitude. The popular TV spots have been spoofed by late night TV and garnered a significant online following.

About Denny's

Denny's is America's largest full-service family restaurant chain, with more than 1,500 locations. For more than 50 years, Denny's has been serving up real breakfast 24/7. Home of the famous Grand Slam(R) breakfast, Denny's provides a variety of flavorful food and beverage choices. For more information on Denny's, please visit www.dennys.com.

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