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Denny’s Canada is targeting hungry Canadians looking for something fresh and different with a new, improved lineup of burgers that celebrate the irresistible taste of 100% Canadian beef. The move was inspired by research that showed Canadian beef not only elicited increased perceptions on quality and taste, but also provoked a sense of pride. 

“Last year we launched a Test Kitchen to allow our guests to provide us feedback on an array of menu items including our burgers. Our new 100% Canadian burgers are giving our customers exactly what they want from the bun to the beef” said Peter Salvador, senior director of marketing, Denny's Canada.

Creative agency Full Punch, based in Vancouver and Edmonton, spotlighted this sense of Canadian pride for the launch campaign. The creative focuses on Canadians taking their first bite, and the euphoric expression of pride that immediately follows. 

“A good burger can make you say ‘Oh’, but only one made with 100% Canadian beef can make you say ‘Ohhhh Canada!” explained Full Punch creative director Kyle Darbyson. “We wanted to tap into that singular moment of burger bliss to connect the quality and flavour with our collective sense of national pride.”

The campaign features a variety of diverse Canadians taking their first bite of Denny’s mouthwatering new burgers, including the Flamin’ 5 Pepper Burger, the classic Slamburger, Bourbon Bacon Burger, Double Cheeseburger and the all-new Bacon Avocado Cheeseburger—with anthemic lighting and 3D headlines showcasing their patriotic jubilation. 

The “Oooooh Canada” campaign launches on January 21st and will run across various media channels throughout Canada. So grab your toque and head to a Denny's near you to try their delicious 100% Canadian beef burgers for yourself.