The family restaurant Denny’s is facing the challenge that they have fewer customers in the 20 to 34 age group than other age groups.

It was necessary to produce digital contents that would be well-received by the 20 to 34 age group who currently feel that eating at Denny’s is not for them. This is because simply announcing new Denny’s products in a direct way does not appeal to this age group who do not see eating at Denny’s as part of their everyday life (because they are not interested in Denny’s.)

Implemented PR activities to reach the target group for the “Denny’s fuwafuwa kakigori (soft snow cone)” launched in July 2015 and the “murasakiimo dora pan (purple sweet potato red bean pancake dessert)” launched in September 2015.

Utilizing casual influencers

1. YouTubers:

2. Harajuku models:

Achieved the result of creating awareness among women in the target age group that Denny’s is a place that everyone can go to have fun and eat reasonably priced tasty desserts by having a “Harajuku” model, who is particularly popular with women in the target group, do a food review of the snow cone and sweet potato.

3. Instagrammers:

Succeeded in creating the good taste sizzling photos using the 5 senses by having Instagrammers post photos of the purple sweet potato that convey its texture and aroma.

? PR activities:

Digital media promotion to gain publicity on news sites: