John Dillon Hits Media Grand Slam For Denny’s
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With the help of bacon and Bilbo Baggins, John Dillon is making 60-year-old Denny’s more relevant to millennials.
The challenge for Denny’s VP-brand marketing is “to age down the brand,” he said, a task he tackled by bringing a sense of humor to the chain’s advertising. Mr. Dillon, 41, was behind its limited-time Baconalia push this year, in which Denny’s partnered with humor website Fail Blog to create branded videos that show failure scenarios in which “bacon makes it better.”
As part of the chain’s tie-in with the movie “The Hobbit: An Unexpected Journey,” he oversaw a special Middle Earth menu that offered choices like Frodo’s Pot Roast Skillet, Gandalf’s Gobble Melt and the Build Your Own Hobbit Slam. That was promoted with billboards in the Los Angeles-area written in the fictional “Lord of the Rings” Elvish language.
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