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
today and kicks off a summer-long schedule of promotions highlighting
breakfast foods that can be enjoyed at any time of day. Paced by an
anthem that captures the personality of the IHOP brand, as well as new
creative that will air on television, radio, digital and social media
and the new tagline “IHOP. Everything You Love About BreakfastSM,”
the campaign reminds guests why IHOP is the #1 leader in family dining1.
Breakfast is the only daypart showing signs of growth in the restaurant
industry; morning meal traffic increased by 2 percent in the past year2.
With a brand-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,” said 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 an unforgettable 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.