GLENDALE, Calif., Sept. 26, 2016 /PRNewswire/ -- For nearly
six decades, IHOP® has been welcoming families
and friends into its restaurants to huddle together in booths, to
laugh, talk and sometimes, shed tears of joy during a surprise
marriage proposal, all over a delicious breakfast, served fresh and
hot. Today, the brand announced the debut of its bold new
advertising campaign that captures the heart-warming moments that
happen every day at IHOP – along with the distinctive food
the brand is known for serving – and invites guests to Eat
Up Every MomentSM with the introduction of
its new tagline.
Building on the momentum of its prior advertising and marketing
efforts, IHOP tapped the Los
Angeles office of Campbell Ewald, part of the Interpublic
Group (NYSE: IPG), to lead the creative strategy for the campaign
along with TV and radio execution; the agency's multicultural arm,
sociedAD, is responsible for driving Hispanic advertising.
For the first time in the brand's marketing strategy, IHOP will
run multiple television spots during a single promotional window,
aiming to engage the multi-generational, culturally diverse
audience that frequents its more than 1,650 franchised restaurants
on a daily basis. Additionally, the brand selected actor
Jason Lee to serve as the voice of
the new campaign.
"We are excited to introduce our new ad campaign, which embodies
the magic of the brand and beautifully captures the special
everyday moments our guests enjoy at IHOP," said Kirk Thompson, Senior Vice President, Marketing
for IHOP. "The new creative is rooted in celebrating the emotional
connection that happens when our guests sit down and share a
freshly made breakfast together, in a booth at an IHOP restaurant,
at all hours of the day. We believe that life is too short, and
breakfast is too delicious, not to eat up every moment."
"With this new work we wanted to remind people to stop and
connect with those who matter. To make more of the small moments in
between life's big moments," said Jo
Shoesmith, Chief Creative Officer at Campbell Ewald.
"Connections naturally occur in booths among friends and family, so
what better place to create those memories than at IHOP? IHOP has
always encouraged its guests to eat up every moment and we wanted
the creative to bring this philosophy to life in a very real and
authentic way."
The first creative spots, which begin airing September 26, will feature vignettes like:
- A seminal father-daughter moment as she orders her first cup of
coffee
- The simple joy of a classic table game between siblings during
breakfast for dinner
- Family homework sessions that are a little sweeter with
seasonally inspired pancakes
- Breaking that awkward first date silence with a shared love of
syrup
The appointment of Campbell Ewald by IHOP was announced in July
following a competitive, multi-agency review. In addition to
television and radio creative, the campaign will include exclusive
online content for its social channels developed by IHOP digital
and social media agency, MRM/McCann.
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 June 30, 2016, there were 1,685 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, The
Philippines, and Panama. 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.
Forward-Looking Statements
Statements contained in
this press release may constitute forward-looking statements within
the meaning of the Private Securities Litigation Reform Act of
1995. You can identify these forward-looking statements by words
such as "may," "will," "should," "expect," "anticipate," "believe,"
"estimate," "intend," "plan" and other similar expressions. These
statements involve known and unknown risks, uncertainties and other
factors, which may cause actual results to be materially different
from those expressed or implied in such statements. These factors
include, but are not limited to: the effect of general economic
conditions; the Company's indebtedness; risk of future impairment
charges; trading volatility and the price of the Company's common
stock; the Company's results in any given period differing from
guidance provided to the public; the highly competitive nature of
the restaurant business; the Company's business strategy failing to
achieve anticipated results; risks associated with the restaurant
industry; risks associated with locations of current and future
restaurants; rising costs for food commodities and utilities;
shortages or interruptions in the supply or delivery of food;
ineffective marketing and guest relationship initiatives and use of
social media; changing health or dietary preferences; our
engagement in business in foreign markets; harm to our brands'
reputation; litigation; third-party claims with respect to
intellectual property assets; environmental liability; liability
relating to employees; failure to comply with applicable laws and
regulations; failure to effectively implement restaurant
development plans; our dependence upon our franchisees;
concentration of Applebee's franchised restaurants in a limited
number of franchisees; credit risk from IHOP franchisees operating
under our previous business model; termination or non-renewal of
franchise agreements; franchisees breaching their franchise
agreements; insolvency proceedings involving franchisees; changes
in the number and quality of franchisees; inability of franchisees
to fund capital expenditures; heavy dependence on information
technology; the occurrence of cyber incidents or a deficiency in
our cybersecurity; failure to execute on a business continuity
plan; inability to attract and retain talented employees; risks
associated with retail brand initiatives; failure of our internal
controls; and other factors discussed from time to time in the
Company's Annual and Quarterly Reports on Forms 10-K and 10-Q and
in the Company's other filings with the Securities and Exchange
Commission. The forward-looking statements contained in this
release are made as of the date hereof and the Company assumes no
obligation to update or supplement any forward-looking
statements.
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SOURCE IHOP Restaurants