Denny’s and media agency Blue 449 are raising awareness for the dining chain’s scholarship program Hungry For Education.
According to Dina Light-Mcneely, senior vice president of strategy/group director at Blue 449, the campaign is designed to position the restaurant chain as a comfortable, inclusive environment during a time of divisiveness in the U.S.
“This scholarship program is an important program that Denny’s has been fostering for years – and one that we felt was important to highlight as part of Denny’s larger brand campaign,” said Light-Mcneely.
Seeking to reach a multicultural audience Blue 449 collaborated with the BET Network to further develop the project. The collaboration included devising creative concepts, pre-production, execution and distribution.
The resulting social media campaign features actor and former student athlete Sarunas J. Jackson, best known for his roles on HBO’s “Insecure” and BET Network’s “Games People Play,” as he shares his personal experience with food insecurity.
The initiative is designed to drive viewers to the campaign’s landing page which includes interviews with students who have had similar challenges and sheds light on Hungry for Education, and how it has helped to make a difference by awarding more than $200,000 in scholarships every year to students.
This campaign serves as the latest program in Denny’s 2019 content strategy — all created by Blue 449 — to reach a multicultural audience. Other programs include the Grand Reconnections campaign reuniting friends and family members as well as the Denny’s-On-Demand program to introduce its mobile app ordering platform.