Food & Beverage

IHOP Restaurants Kicks Off 'Eat Up Every Moment' Breakfast Ad Campaign

IHOP reported the debut of its new advertising campaign that captures the "heart-warming" moments that happen every day at IHOP - along with the food the brand is known for serving - and invites guests to Eat Up Every Moment with the introduction of its new tagline.

According to a release, building on the momentum of its prior advertising and marketing efforts, IHOP tapped the Los Angeles office of Campbell Ewald, part of the Interpublic Group, to lead the creative strategy for the campaign along with TV and radio execution; the agency's multicultural arm, sociedAD, is responsible for driving Hispanic advertising.

For the first time in the brand's marketing strategy, IHOP will run multiple television spots during a single promotional window, aiming to engage the multi-generational, culturally diverse audience that frequents its more than 1,650 franchised restaurants on a daily basis. Additionally, the brand selected actor Jason Lee to serve as the voice of the new campaign.

"We are excited to introduce our new ad campaign, which embodies the magic of the brand and beautifully captures the special everyday moments our guests enjoy at IHOP," said Kirk Thompson, Senior Vice President, Marketing for IHOP. "The new creative is rooted in celebrating the emotional connection that happens when our guests sit down and share a freshly made breakfast together, in a booth at an IHOP restaurant, at all hours of the day. We believe that life is too short, and breakfast is too delicious, not to eat up every moment."

The first creative spots, which began airing September 26, features vignettes like:

-A seminal father-daughter moment as she orders her first cup of coffee

-The simple joy of a classic table game between siblings during breakfast for dinner

-Family homework sessions that are a little sweeter with seasonally inspired pancakes

-Breaking that awkward first date silence with a shared love of syrup

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THE DAILY VIEW

  • Alexandra Scarborough
    Papyrus Joins Forces with Designer Lela Rose

    Papyrus is looking to bring the “elegance and style” of fashion to its greeting cards via a new designer collaboration series.

    According to a release, the collaboration marks the first time a fashion design house and greeting card brand have joined forces to develop a custom greeting card collection.

    Papyrus said it is partnering with American fashion designer Lela Rose to introduce the series. Rose will feature her "sophisticated yet modern style" in the debut card and gift collection, slated to launch during New York Fashion Week. The collection will be available in New York City Papyrus stores and select retailers in September, with availability expanding to all Papyrus locations and retailers in October.

    "The fashion designer collaboration series is a celebration of the commitment Papyrus has to the arts, including a focus on the fashion industry, quality craftsmanship and trend-forward design," said Christy Kaprosy, President of Papyrus-Recycled Greetings. "We are delighted to have Lela Rose's elegant line lead the first Papyrus fashion designer collaboration program, and we are excited to bring more fashion designers to our loyal customers in the future."

    The company noted the collection, which draws inspiration from some of Rose's recent runway designs, consists of 16 cards and five gift accessories, including gift bags, gift tissue, roll wrap and a gift tag set. It also will be available online at papyrusonline.com

    "I'm thrilled to be the first designer to collaborate with Papyrus on their exclusive new fashion series," said Lela Rose. "This is a unique way to showcase our designs, silhouettes and prints, and extend the brand into a new category."

 

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