IHOP, one of America's favorite restaurants for breakfast, lunch, and dinner, introduced a new integrated national advertising and marketing campaign with the tagline "Make it an IHOP day."
Featuring new television creative, in-restaurant materials, and an online experience, the campaign leverages IHOP's breakfast-inspired signature dishes and limited-time-offers to demonstrate in a fun, contemporary way how a great meal at IHOP makes the entire day better.
The campaign is an evolution of IHOP's award-winning "Come hungry. Leave happy." campaign and is designed to build upon its success. Consumer research indicates the new campaign provides a unique opportunity to further engage guests and foster the emotional connection they have with the iconic brand.
The television creative's live-action humor has a "pay it forward" feel that serves to remind consumers that IHOP provides a great meal with warm and friendly service that puts you in a good mood no matter what the rest of the day brings.
"Our new advertising campaign is a key effort in our strategy to get more guests to visit IHOP more often," says Jean Birch, IHOP president. " 'Make it an IHOP day.' combines a cohesive brand message with a clear call to action that breaks through and engages our guests in a differentiated way."
Created by McCann Erickson's Los Angeles office, the new campaign initially supports IHOP's Summertime Favorites limited-time-offer. The television creative airs as part of a national advertising buy that targets high-impact prime time and syndicated programming.
IHOP.com has undergone a reskin to mirror the "Make it an IHOP day." look and feel and includes an interactive tool that lets users scroll for 101 ways to have a great day. The campaign has also been tailored for use by local markets for radio, billboard, and local market advertising initiatives.
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