In 2009, we helped Denny’s win the breakfast battle by taking on all those purveyors of disgustingly fake, deep-fried, gooey, sugary, sickeningly silly fast food breakfast menus (We’re looking at you, IHOP). We launched with a fully integrated, brutally sarcastic campaign reminding people that a real breakfast should be, well, serious. The following was our first salvo, which debuted during Super Bowl XLIII. The effort drove towards a bold activation: the day after the game, we offered everyone in America a free Grand Slam Breakfast. Two million people took us up on the offer.