Hoping to tap into the emotional connections that occur over pancakes in its restaurants every day, IHOP on Monday is scheduled to roll out a new marketing campaign and tagline urging guests to “Eat Up Every Moment.”
The national campaign, which will cross TV, radio and social media channels, is the first for the family-dining chain’s new Los Angeles-based ad agency Campbell Ewald. The ad agency’s multicultural arm sociedAD will drive related ads for the Hispanic market.
Featuring the voice-over talent of actor Jason Lee, known for “Alvin and the Chipmunks” and “My Name is Earl,” the campaign spotlights stories of multigenerational families making connections at IHOP. A Dad watches his daughter make the shift for the first time from hot chocolate to coffee; first-date awkwardness is eased by a shared love of syrup; and parents endure the nose-spoon-balancing battle of the ages between two brothers.
“These are moments that happen every single day,” Kirk Thompson, senior vice president of marketing for IHOP told NRN.
“The brand has been so active over time in showcasing our great food and the way people enjoy our food, but it has become so important to us amid all the noise and competition and interest in breakfast that we really remind people about those universal moments.”
Layered within the stories are messages about value — like IHOP’s Kids Eat Free promotion during certain hours — and seasonal offers, such as pumpkin-spiced and apple-ring pancakes. The brand also highlights its long-time promise of breakfast-all-day, with pancakes as an afternoon snack.
Thompson noted that the TV ads were also filmed in remodeled restaurants, showcasing a new design that is expected to reach about two-thirds of the chain's 1,685 restaurants by the end of the year.
Founded in 1958, IHOP has enjoyed a resurgence in recent years with industry-beating same-store sales trends, though the second-quarter showed disappointing results with domestic systemwide same-store sales up only 0.2 percent.
Julia Stewart, chair and CEO of parent company DineEquity Inc. blamed the changing consumer sentiment, saying customers are becoming more conservative in their restaurant spending overall.
IHOP’s new campaign, however, will attempt to drive traffic by hitting emotional touchpoints for IHOP’s targeted audience, said Thompson.
“It was built on the fact that we have those who are longtime loyal fanatics of IHOP who have been coming for years and bringing their children and grandchildren, but we also felt it was important to be bold and assertive in attracting those who are younger —young families and those who enjoy spending time at IHOP finding those moments,” he said.
Contact Lisa Jennings at [email protected]
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