IHOP is breaking new ground via AOR McCann Erickson with a new campaign that debuted 5/21 and kicks off a summer-long schedule of promotions highlighting breakfast foods that can be enjoyed at any time of day. Creative airs on television, radio, digital and social media. A Spanish version will also air nationwide.
The new tagline “IHOP. Everything You Love About Breakfast” reminds guests why IHOP is the #1 leader in family dining.
IHOP says breakfast is the only daypart showing signs of growth in the restaurant industry; morning meal traffic increased by 2% in the past year. 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.
The effort connects emotionally with consumers with a song by up-and-coming recording artist Holly Conlan, whose signature blend of folk, indie and pop characterizes the heartfelt essence of the IHOP brand.
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.
See the spot here