For nearly six decades, IHOP has been welcoming families and friends into its restaurants to huddle together in booths, to laugh, talk and, sometimes, shed tears of joy during a surprise marriage proposal, all over a delicious breakfast, served fresh and hot. On Monday, the brand announced the debut of its bold new advertising campaign that captures the heart-warming moments that happen every day at IHOP—along with the distinctive food the brand is known for serving—and invites guests to Eat Up Every Moment with the introduction of its new tagline.
Building on the momentum of its prior advertising and marketing efforts, IHOP tapped the Los Angeles office of Campbell Ewald, part of the Interpublic Group, to lead the creative strategy for the campaign along with TV and radio execution; the agency's multicultural arm, sociedAD, is responsible for driving Hispanic advertising.
For the first time in the brand's marketing strategy, IHOP will run multiple television spots during a single promotional window, aiming to engage the multi-generational, culturally diverse audience that frequents its more than 1,650 franchised restaurants on a daily basis. Additionally, the brand selected actor Jason Lee to serve as the voice of the new campaign.
"We are excited to introduce our new ad campaign, which embodies the magic of the brand and beautifully captures the special everyday moments our guests enjoy at IHOP," says Kirk Thompson, senior vice president, marketing for IHOP. "The new creative is rooted in celebrating the emotional connection that happens when our guests sit down and share a freshly made breakfast together, in a booth at an IHOP restaurant, at all hours of the day. We believe that life is too short, and breakfast is too delicious, not to eat up every moment."
"With this new work we wanted to remind people to stop and connect with those who matter. To make more of the small moments in between life's big moments," adds Jo Shoesmith, chief creative officer at Campbell Ewald. "Connections naturally occur in booths among friends and family, so what better place to create those memories than at IHOP? IHOP has always encouraged its guests to eat up every moment and we wanted the creative to bring this philosophy to life in a very real and authentic way."
The first creative spots, which begin airing September 26, will feature vignettes like:
A seminal father-daughter moment as she orders her first cup of coffee
The simple joy of a classic table game between siblings during breakfast for dinner
Family homework sessions that are a little sweeter with seasonally inspired pancakes
Breaking that awkward first date silence with a shared love of syrup
The appointment of Campbell Ewald by IHOP was announced in July following a competitive, multi-agency review. In addition to television and radio creative, the campaign will include exclusive online content for its social channels developed by IHOP digital and social media agency, MRM/McCann.
