Pillowcase

To launch Denny’s New ‘All Night Menu’ it was printed onto pillowcases, which were then sent out to universities. Students seemed to be the perfect target audience. They’re up late at night, they hate having to cook and all of them could do with some new bedding, especially when it’s free. Where as ordinary menus tend to get lost, thrown away or pushed to the back of drawers, this one is always there. Just at the time when they might be considering a late night snack.