US breakfast quick service chain Denny’s leveraged the change in college athletic ambassador deals in September and signed four offensive linemen to Name, Image and Likeness (NIL) deals to form ‘The All-Pancaker Team’.
The campaign, whose title is a play on the football term ‘pancake block’ which is a block that leaves a defensive player flat on his back, rolled out across the brand and the endorsers’ social channels at the start of the 2021/22 college football season
The ambassador team consists of University of Southern California’s Jalen McKenzie, University of Arkansas at Pine Bluff’s Mark Evans II, Ohio State University’s Nicholas Petit-Frere and Clemson’s Tristan Leigh and all the new student athlete endorsers participate in a range of brand initiatives including social media content and ‘signing day’ videos.
The campaign sees Denny’s seek to connect with college football fans of major programs like those at Clemson and Ohio State, plus the team includes a player from the University of Arkansas at Pine Bluff, adding a representative from historically black colleges and universities (HBCUs) and helping the brand to embrace diversity, equity and inclusion (DEI).
According to the campaign launch PR, they will be part-paid in buttermilk pancakes.
The endorser team launch was promoted across the chain’s own social channels and the personal platforms of the players themselves.
Time the Pancake Blockers got the NIL love (and pancakes) they deserve. Our #AllPancakerTeam is dropping tomorrow. Which college linemen will stack up? #SigningDay pic.twitter.com/UjsuKL9wBJ
— Denny’s (@DennysDiner) September 1, 2021
Introducing Denny’s #AllPancakerTeam. The BEST pancakes and pancake blockers in college football. Your fave lineman missing ? Nominate your player pic.twitter.com/HA80nJiGVq
— Denny’s (@DennysDiner) September 2, 2021
I’m honored to announce that I’ve been selected for @DennysDiner #AllPancakerTeam. Super excited and can’t wait to see what’s next! #ad pic.twitter.com/oVnfqUlOCG
— Nicholas Petit-Frere (@NicholasPetit) September 3, 2021
I’m honored to announce I’ve been selected for @DennysDiner #AllPancakerTeam #ad pic.twitter.com/xdeYLnfTbv
— Tristan Leigh (@Leigh71Tristan) September 2, 2021
Extremely honored to announce my selection to the @DennysDiner #AllPancakerTeam. Catch me at Denny’s grubbing on real pancakes after stacking them up on the field. #ad pic.twitter.com/WTq8GBixNp
— Mark Evans II ⁷⁸ (@EvansII_78) September 2, 2021
Pancakes on the field are the best for an OL but pancakes in a @DennysDiner booth! We all know that’s shmackin.Now that I’m part of their#AllPancakerTeam I can have both! #ad pic.twitter.com/STs9qOgfyE
— Jalen Mckenzie (@pcBjaypeez_) September 2, 2021
“Given how much all college institutions contribute equally to the beautifully diverse fabric of this country and the activities we enjoy together, it was important to us to bring together a group of athletes representing both Power Five and HBCU schools,” explained Denny’s Executive Vice President and Chief Brand Officer John Dillon.
Comment:
The new rules governing how college athletes can monetise their likeness came into effect on 1 July and as the NIL space kicks into gear at the start of the season, Denny’s pun-led approach is to highlight comparatively unsung players.
Illustrating the brand’s signature playful approach, seen through much of its marketing and messaging, Denny’s has created an all-American collegiate team that not only generates humour off pancakes and pancake blocks, but also promotes relatively unsung players compared to most sports marketers who typically focus on working with players in high profile ‘skill positions’ like quarterbacks, running backs and wide receivers.
Several other brands have been quick out of the blocks to embrace the rule change taking various different approaches including Unilever’s Degree deodorant brand’s ‘#BreakingLimits‘ programme, Kool-Aid’s ‘Kool-Aid McKinstry’ social swap and Beats By Dre’s ‘Legendary’ tie-up with Shedeur Sanders, as well as Dr Pepper’s deal with Clemson quarterback DJ Uiagalelei to star in a national ad campaign and United Airlines’ signing of Oregon defensive end Kayvon Thibodeaux.
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