After a tough 2020, and a hundred years of the same old snack, Santa’s got news for us. He doesn’t want cookies. Nope, this past Christmas Eve Santa insisted on fluffy pancakes by the fireplace.

Working with Denny’s PR agency, A&P, to promote a Christmas-Eve-Only free pancake promo at a time when press conferences were all too familiar and dour, we thought why not give people one with a smile, by bringing the news direct from the North Pole. So we built a 2.5x scale podium to dwarf Santa’s Press Secretary Elf, Mr. Pumpernickel, as he delivered Santa’s official statement. The multi-media press release was disseminated two fold, direct to pubs and on consumer-facing Denny’s social channels. Smiles, media buzz and pancakes were all delivered.