IHOP launches integrated marketing campaign

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IHOP Corp. launched an integrated advertising and marketing campaign on June 27 that will feature email, social media, TV and regional direct mail communications, said Joe Adney, VP of marketing at IHOP. Agency of record, McCann Erickson, is handling the work.

The goal of the “Make it an IHOP day” campaign is to drive traffic and sales to IHOP restaurants, said Adney, in an email. He added that the campaign gives the brand “an opportunity to break through and further engages guests and fosters an emotional connection.”

The campaign will support the launch of IHOP's new Summertime Favorites limited time offer. A 30-second spot that airs on national TV and on its homepage promotes the restaurant's “Fruit-Topped Funnel Cakes” and features the tagline “Make it an IHOP day.”

The restaurant chain revamped its website in conjunction with the campaign. IHOP.com will feature an interactive tool that lets users “search for 101 additional ways to have a great day,” said Adney.

“With this campaign, it's been important to have a cohesive message and look and feel for the traditional aspects of our brand touch points, and that includes the IHOP.com website,” explained Adney.

Direct mail will not be sent nationally but “a number of markets that provide free-standing inserts or local couponing efforts will implement the campaign's look and feel into their programs,” said Adney.

“Make it an IHOP day” offers and specials will be tied back to the brand's Pancake Revolution eclub, the chain's loyalty program. Social efforts will “highlight the campaign and tie back to our theme of a good meal makes your whole day,” said Adney.

The campaign will run indefinitely, Adney said.

Since January 2003, IHOP has promoted the “Come Hungry. Leave Happy” slogan. A company statement referred to “Make it an IHOP day” as an evolution of the former slogan.

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