Denny’s vs.
Average Burgers
Denny’s Canada is serving up a taste of national pride with its new line of 100% Canadian beef burgers. The “Ohhhh Canada” campaign captures the euphoric feeling of biting into a juicy, flame-grilled burger that’s as undeniably delicious as it is Canadian.
Sector
Hospitality
Services
Advertising Campaign
Brand Strategy
Tale Of The Tape
Canadians love burgers. In fact, it’s one of our country’s favourite meals. It’s also why you can find a good burger on most restaurant menus, from 1-star to Michelin Star. But not all burgers are created equal. It takes the right ingredients from the bun to the beef to the blend of toppings to make a truly great one.
Denny’s Canada targeted hungry Canadians looking for something fresh and different with a new, improved lineup of burgers that celebrate the irresistible taste of 100% Canadian beef. The move was inspired by research that showed Canadian beef not only elicits increased perceptions on quality and taste, but also provokes a sense of pride.
Denny’s Test Kitchen provided invaluable customer feedback that helped craft these revamped 100% Canadian beef burgers. To promote the launch of Denny’s new burgers, we tapped into the emotional connection Canadians have with Canadian beef. This “Ohhhh Canada” campaign showcases the pure joy and pride evoked by a truly delicious burger.
Creative Knockout
A good burger can make you say “Oh”, but only one made with 100% Canadian beef can make you say “Ohhhh Canada!. Full Punch created visually striking ads featuring diverse Canadians experiencing “burger bliss” upon their first bite of a new Denny’s burger. Anthemic lighting and bold 3D ‘ketchup’ typography amplified the sense of national pride, effectively linking the quality of Canadian beef with the Denny’s brand. From in-store signage to Instagram feeds, the unmissable ads invited Canadians to grab their favourite toques and come experience the taste of 100% Canadian beef.
