In a bid to lure "Lord of the Rings" diehards into its booths, Denny's is rolling out a Hobbit-inspired menu in to tie-in with the film's Dec. 14 release.
Elvish conversation classes should plan to relocate to the chain starting Nov. 6, when the restaurant introduces a menu with items including "Gandalf's Gobble Melt," the "Hobbit Hole Breakfast," "Frodo's Pot Roast Skillet," and a "Shire Sausage" stuffed "Build Your Own Hobbit Slam."
Ad Age reported that J.R.R. Tolkien's hobbits' eating tendencies of two breakfasts (and five other meals) a day were conducive to Denny's model. The restaurant's CMO, Frances Allen, told Ad Age, "We just felt with the two breakfasts that whole notion of comfort eating and comfort food [were a fit]."
On top of a television spot and billboards, the chain will begin a blogger initiative by reaching out to LOTR and Hobbit-themed blogs. We at BI will watch the fans' reactions and report back.
Erwin Penland and Interpublic's Gotham are working with Denny's on the campaign.
Please follow Advertising on Twitter and Facebook.
Join the conversation about this story »
