Denny's Everyone is a Critic

Canada’s iconic diner, Denny’s, has suffered from a menu identity crisis for years, making it hard for diners to decide what to choose. Rather than simply culling their menu, Denny’s Canada put the power in their guests hands by inviting guests to tell them what they really think.

This campaign tapped into the universal insight “Everyone’s a critic”, fueled by the power of social media and the power of influencers shares their must-haves and must-misses. From kids to adults, parents, and grandparents, everyone has their own opinion on what tastes good and what food makes you come back for more. Denny’s is famous for offering something for everyone, and this campaign put their commitment to the test by giving the power to their guests.

This awareness campaign puts Denny’s guests on the judge’s panel and in a position of power. Featuring the faces of its many fans approving or disapproving of different dishes in a lighthearted and spirited tone that grabs attention and invites participation. Interior and exterior signage, branding and social round out the campaign and invite guests to put the Test Kitchen menu to the test.