Campaign details
Brand: IHOPBrand owner: IHOPLead agency: Droga5Contributing agencies: InitiativeCountry: North AmericaIndustries: Restaurants & takeawaysMedia 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, advocacyBudget: 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...