Denny’s has always been “America’s Diner.”
But in 2025, that image was getting old.
So they decided to do something big — literally.
They launched “Big Bowl Lovers”, a campaign built around oversized breakfast bowls that looked almost comically huge.
The idea was simple: make comfort food fun again.
The ads showed giant hands scooping into enormous bowls of mac & cheese, eggs, and pancakes.
It was exaggerated, loud, and totally self-aware.
The kind of food content that doesn’t take itself too seriously — perfect for social media.
And it worked.
Denny’s turned everyday breakfast into shareable entertainment.
TikTok creators picked it up, fans started posting their own “Big Bowl” challenges, and soon, Denny’s wasn’t just a diner — it was a meme.
💡 Why It Worked
- Visual humor: The oversized bowls made the food itself the star.
- Relatable craving: Everyone loves a comfort meal that doesn’t pretend to be healthy.
- Shareable moment: The tone invited people to join the fun, not just watch it.
Denny’s didn’t need celebrities or high-end production.
They just leaned into what they already had — big food and a bigger appetite for laughter.
If you run a business, here’s the lesson.
You don’t always need a new product.
Sometimes, you just need to exaggerate what people already love about you.
Make it funny.
Make it visual.
And let your customers turn your product into the punchline.
🔑 Takeaway
The best viral ideas don’t reinvent the brand — they blow it up, literally and visually.