Denny’s has announced that it will have a Middle-Earth-inspired menu as part of a tie-in with The Hobbit: An Unexpected Journey. There’s going to even be a marketing campaign about the movie tie-in.
The campaign will begin with the special menu items on November 6 and a TV spot on November 12. Expect to see parts of the campaign running through January.
The ads began with a teaser of unbranded billboards in the Los Angeles area and online banner ads written in Tengwar, the elvish script created by author J.R.R. Tolkien, that said “Middle Earth is coming to America’s diner.” Those will be changed out for branded ads in English with the same message.
Menu items will include “Hobbit Hole Breakfast,” “Frodo’s Pot Roast Skillet,” “Gandalf’s Gobble Melt” and the “Build Your Own Hobbit Slam,” which includes limited-time items such as “Shire Sausage.” Frances Allen, Denny’s CMO said, “We just felt with the two breakfasts that whole notion of comfort eating and comfort food [were a fit for Denny’s.]”
Denny’s customers will also receive a trading card pack with select Hobbit inspired entrees that include collectible cards with 12 in total to collect and Denny’s coupons. The chain will also put QR codes on placemats that will provide customers with additional Hobbit related content such as videos, online games and a behind-the-scenes look at the national TV spot.
Source: AdAge.com
