Leveraging the momentum built by previous advertising and marketing efforts, IHOP Restaurants announced that it will introduce a bold, new campaign this September. Inspired by the strong affection guests have for IHOP, the campaign will showcase the culinary innovation and breakfast leadership that has contributed to the brand's success for nearly six decades. To lead the creative strategy and direction for national TV and Radio, IHOP has selected the Los Angeles office of Campbell Ewald, part of the Interpublic Group, following a competitive, multi-agency review.
"We are excited to work with Campbell Ewald's talented team to create a dynamic campaign that evokes the strong emotional connection our guests have shared with IHOP for close to 60 years," says Kirk Thompson, senior vice president, Marketing, IHOP Restaurants. "The firm's thoughtful approach to connecting the unique IHOP experience to the brand's culinary hallmarks—distinctive, craveable, freshly made breakfast foods, beverages and more served at any time of day, every day—will connect and further strengthen the story we have been building across all of our channels."
"Campbell Ewald is proud to partner with IHOP and help further highlight the unique traits that have positioned the restaurant brand as the leader in all day breakfast," adds Kevin Wertz, chief executive officer, Campbell Ewald. "Many of us on the Campbell Ewald team have cherished memories of eating at IHOP with our families and friends and we're thrilled to bring this overwhelming love that guests and fans have for the iconic brand to life through the creative."
As the originator of all day breakfast, IHOP has been serving signature, freshly made breakfast foods, beverages and more at any time of day, every day since 1958. The brand has also been praised for its robust and engaging marketing efforts, including last year's introduction of the first new IHOP logo in 20 years—a perfect expression of the brand promise.
The new campaign will also include Hispanic advertising, led by sociedAD, part of Campbell Ewald.
