IHOb: International House of Burgers
Country United States
IHOP bucked its soft sales trend in the US by rising to the occasion and flipping the script on an age-old breakfast-only story.
To prove how serious IHOP was about burgers, it rebranded as IHOb and only announced the name change via a single tweet.
The campaign generated 42.6 billion media impressions, burger sales quadrupled and the brand saw a 31% increase in stock price in just three weeks.