US diner chain to launch Hobbit menu
All-American diner chain Denny’s is rolling out a Hobbit-themed menu.
The menu plays with the notion of ‘second breakfasts’ to coincide with Peter Jackson’s highly anticipated movie release in December.
The all-night greasy spoon will launch one of its biggest movie tie-ins yet with a limited edition menu that will include 11 breakfast, lunch and dinner items like the ‘Hobbit Hole Breakfast’, ‘Frodo’s Pot Roast Skillet’, and ‘Gandalf’s Gobble Melt’, reported AdAge.com this week.
Middle Earth-inspired dishes will be made available across Denny’s outlets in the US beginning November 6, while TV ads will begin airing November 12 ahead of the film The Hobbit: An Unexpected Journey, which releases December 14 in North America.
It’s a clever marketing campaign, given that Hobbits are known to have ravenous appetites, tucking into multiple meals a day which include second breakfasts and elevenses - both of which occur before lunch.
Diners will also receive trading pack cards with select entrees, while QR codes on placemats will also give customers access to Hobbit-related content like videos and online games, says AdAge.
The last installation of The Lord of the Rings movie franchise, meanwhile, included a major promotional tie-in with Burger King.