Adding Goodness despite a pandemic and a national lockdown.
Denny Mushrooms

The challenge

With Covid-19 affecting our daily lives, Denny was not only losing brand awareness, but was also feeling the effects of a devastated restaurant sector. With a limited budget we needed an innovative campaign to make the brand top-of-mind in a way that was authentic, relevant and proved the brand’s “Add Goodness” credentials.

The solution

We developed a digitally led initiative that mobilised restaurants and the communities who love them. 

The campaign encouraged South Africans to support their local eateries by donating much needed funds during the lockdown directly to the restaurants affected. Using social media, a microsite and a crowdfunding platform we provided communities with a way to support their locals through a national lockdown.  Through Social media and PR Denny was able to bring attention to the needs of local restaurants under threat and prove that they “Add Goodness” in everything they do.

The results

Reinforced trade relationships between restaurants and the brand

+Generated 8:1 (or R302K) AVE (on a R35K PR budget)

1.1 million PR reach

1.5 million social media impressions

850K Social media reach