IHOP, one of America’s favorite restaurants for breakfast, lunch and dinner, today 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,” said 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 launches today and 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.