Americans are hungry for breakfast again, and IHOP is cooking up something special! IHOP is breaking new ground with an innovative advertising and marketing campaign that debuts nationwide and kicks off a summer-long schedule of promotions highlighting breakfast foods that can be enjoyed at any time of day.
The campaign is paced by an anthem that captures the personality of the IHOP brand. New creative will air on television, radio, and digital and social media and feature the new tagline: “IHOP. Everything You Love About Breakfast.”
Breakfast is the only daypart showing signs of growth in the restaurant industry: morning meal traffic increased by 2 percent in the past year, according The NPD Group’s CREST (Consumer Reporting of Eating Share Trends) Breakfast Overview.
With a new ad campaign centered on breakfast, IHOP is primed to take advantage of this growing trend. The campaign underscores IHOP’s breakfast heritage and differentiates the brand from competitors that have simply retrofitted their menus for the breakfast daypart and cannot deliver IHOP’s variety of fresh, made-from-scratch meals, its range of under-600-calorie options, or its innovative breakfast items, such as omelettes with a splash of pancake batter and Stuffed French Toast.
“As more Americans return to the breakfast table, IHOP sees a huge opportunity to drive traffic to IHOP and delight guests with food that is authentic, familiar, and satisfying, any time of day,” says Natalia Franco, senior vice president, marketing, for IHOP.
“By showcasing our breakfast know-how and heritage, this exciting new campaign celebrates our brand personality and presents IHOP as warm and friendly, genuine and familial–traits that are forever owned by IHOP.”
Created by McCann Erickson under the direction of executive creative director Richard Mahan, the new campaign connects emotionally with consumers with a song by up-and-coming recording artist Holly Conlan, whose signature blend of folk, indie, and pop music characterizes the heartfelt essence of the IHOP brand.
IHOP will air the creative on television, radio, YouTube, and IHOP.com, which has been refreshed to celebrate the new campaign. A Spanish version of the creative will also air nationwide.
The campaign also launches a season-long program of IHOP promotions, which will include social media engagement, traditional and digital advertising, culinary innovation, and more.
IHOP’s first social media program in support of the campaign is a Twitter sweepstakes, which encourages fans to Tweet what they love about breakfast using the hashtag #BreakfastLove. Through July 8, fans can submit comments from a tab on the IHOP Facebook page or straight from their Twitter account for a chance to win IHOP gift cards valued from $50 to $500.