Campaign details

Brand: IHOP
Brand owner: IHOP
Lead agency: Droga5
Contributing agencies: Initiative
Country: North America
Industries: Restaurants & takeaways
Media channels: Email marketing, Integrated, Merchandise & free gifts, Mobile & apps, Online display, Online video, Point-of-purchase, in-store, Product sampling, Programmatic display, Public relations, Search marketing, Social media, Word of mouth, advocacy
Budget: 5 - 10 million

Executive summary

For 60 years, the International House of Pancakes has been about three things: pancakes, pancakes, pancakes.

But in order to grow in the shrinking family-dining category, we needed to think beyond pancakes. We needed to grow in lunch and dinner. So we decided to launch the all-new Ultimate Steakburgers.

But how could we convince America that a pancake house could actually make a great burger? We needed to show that we take these burgers as seriously as we take our pancakes.