Branded content is extremely prevalent in the United States. Permeating everything from magazines to YouTube, it’s become a highly competitive field in the world of advertising where only the truly relevant and engaging content permeates all of the chatter.

We gave a personality to each piece of The Grand Slam breakfast, then we partnered with animators and puppeteers to turn our characters into puppets. In bite-sized episodes of :90 seconds or less, our anthropomorphized foods riffed on pop culture, cracked jokes and philosophized on all things diner.

We housed the films on YouTube and gave audiences a peek behind the scenes with our Grand Slams Tumblr.

Our target ate it up. We got 20 million views, including 11 million full views. Brand preference jumped a full 9 points. And specifically, our 18-34 year-old male target became 22% more likely to visit a Denny’s in the next 30 days.