FRIENDS WITH BENNYS
This Valentine’s Day, Denny’s wanted to stand out in a sea of red and chocolate.
So we decided to zig when everyone else zagged, and celebrate an untraditional relationship. We created a saucy Valentine’s Day (gift) card that people could send to their “friends,” inviting them to become Friends with Bennys.
The card was available for purchase via DinerDrip.com and sold out in the first 48 hours. The card was $12.99, the price of one Eggs Benny dish, but could be redeemed for two.
AD: Paola Delgado
Illustrator: Paola Delgado & Amelia Lytle
CW: Kelsey Lundstrom & Bella Smith
Photographer: Eve Mahaney
Social Team: Sara Armstrong, Sean Donnely
Account: Denny’s Diner
Account Director: Lindsay Kelman
ACD Team: Darina Khafizova & Matt Silvester
THE CARDS
To create our V-day cards we decided to give live to the 2 different Eggs Benedict meals that Denny’s offers: Original Eggs Benedict meal & Southwestern Eggs Benedict.
PAID SOCIAL
We ran paid social ads on Snapchat and Tiktok, as well as various dating apps like Tinder.
And animated different illustrations from our cards for people to use as stickers on IG.
SOCIAL LISTENING
We responded to people Tweeting about the topic, and surprised them with a FWB card to spice up their Valentine’s Day.
INFLUENCERS DM’S
If there’s a single action that screams ‘friends with benefits’, it’s sliding into someone’s DM with a ‘u up?’. Those who responded, we surprised them with a FWB kit, including 2x free cards.
PR BOX
We DM’d different influencers and sent them a Friends with Bennys press kit that included:
- A PR letter explaining our campaign
- Our FWB v-day card
- A gift card for 2 Eggs Bennedict
- Stickers of our eggs characters and other elements from our card’s world
- Fridge magnets with different lovey-dovey phrases to be played with
- Mints with a sticker of “U Up?” for your Denny’s date
PRESS
21 placements & 16.5 million impressions
AdAge | PR Newswire | The Drum | Parade
BTS
