Creative Director and Education Entrepreneur
Creative Director and Education Entrepreneur
IHOP had earned a lot of love over the years, but it's relevance was fading due to unimaginative marketing. We created a plan to bring back the good vibes by tapping into the nostalgia we saw on social media and giving the brand new life.
It turns out IHOP works hard to push the boundaries of breakfast. Every day, a team of chefs clocks in with the mission of inventing the next great breakfast item. How do they handle the pressure? To find out, we made something kinda like a really short episode of The Office. Except with chefs…and waffle irons.
Every January we feel a little gloomy. The holidays are over, it's crappy outside, and Memorial Day is a long way off. One bright spot, though, is that all January IHOP offers all you can eat pancakes. So, to beat the winter gloom, we did away with January and renamed it Panuary, a now festive month of delicious and endless pancakes. To celebrate, we commissioned a pancake artist (yes, they exist) to make live portraits of our social media fans on Twitter and held a pancake eating contest over social media.
We did exactly zero research but nonetheless were convinced that there is a sizable population of people out there who prefer to eat breakfast for every meal but are too afraid to admit it. We decided IHOP was for them. We also made it our duty to empower and embolden this marginalized community, and to recenter breakfast as not only the best meal of the day, but the best meal for the whole day.