GLENDALE, Calif., Aug. 1, 2016 /PRNewswire/ -- Leveraging
the momentum built by previous advertising and marketing
efforts, IHOP® Restaurants announced today that
it will introduce a bold, new campaign this September. Inspired by
the strong affection guests have for IHOP, the campaign will
showcase the culinary innovation and breakfast leadership that has
contributed to the brand's success for nearly six decades. To lead
the creative strategy and direction for national TV and Radio, IHOP
has selected the Los Angeles
office of Campbell Ewald, part of the Interpublic Group (NYSE:
IPG), following a competitive, multi-agency review.
"We are excited to work with Campbell Ewald's talented team to
create a dynamic campaign that evokes the strong emotional
connection our guests have shared with IHOP for close to 60 years,"
said Kirk Thompson, senior vice
president, Marketing, IHOP Restaurants. "The firm's thoughtful
approach to connecting the unique IHOP experience to the brand's
culinary hallmarks – distinctive, craveable, freshly made breakfast
foods, beverages and more served at any time of day, every day –
will connect and further strengthen the story we have been building
across all of our channels."
"Campbell Ewald is proud to partner with IHOP and help further
highlight the unique traits that have positioned the restaurant
brand as the leader in all day breakfast," said Kevin Wertz, Chief Executive Officer, Campbell
Ewald. "Many of us on the Campbell Ewald team have cherished
memories of eating at IHOP with our families and friends and we're
thrilled to bring this overwhelming love that guests and fans have
for the iconic brand to life through the creative."
As the originator of all day breakfast, IHOP has been serving
signature, freshly made breakfast foods, beverages and more at any
time of day, every day since 1958. The brand has also been praised
for its robust and engaging marketing efforts, including last
year's introduction of the first new IHOP logo in 20 years -- a
perfect expression of the brand promise.
The new campaign will also include Hispanic advertising, led by
sociedAD, part of Campbell Ewald.
ABOUT INTERNATIONAL HOUSE OF PANCAKES, LLC
For 58
years, IHOP has been a leader, innovator and expert in all things
breakfast, any time of day. The chain offers 65 different
signature, fresh, made-to-order breakfast options, a wide selection
of popular lunch and dinner items as well as meals under 600
calories. IHOP restaurants offer guests an affordable,
everyday dining experience with warm and friendly service. As
of March 31, 2016, there were 1,684 IHOP restaurants in 50
states and the District of Columbia, Puerto
Rico and Guam as well
as Canada, Mexico, Guatemala, the Kingdom of
Saudi Arabia, Kuwait, the United Arab Emirates,
Bahrain, Qatar and The Philippines. IHOP restaurants
are franchised and operated by Glendale,
Calif.-based DineEquity, Inc. (NYSE: DIN) and its
affiliates.
ABOUT CAMPBELL
EWALD
Campbell Ewald is a U.S.-based full service,
fully integrated advertising and marketing communications agency.
The agency provides both traditional and specialized capabilities
including advertising; insights and strategic planning; integrated
content strategy and development; digital; social, DM/CRM, retail
and experiential marketing; and media planning and buying. With
offices in Detroit, Los Angeles and New
York, Campbell Ewald has been recognized by the Warc 100 as
one of the 2016 top 10 agencies in North
America, and its work on behalf of clients has been honored
by, among others, the Cannes International Advertising Festival,
the Effies, the One Show, the AAF Mosaic Awards, the ECHO Awards
and ADWEEK.
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SOURCE IHOP Restaurants