IHOP “Pancakes”
After the culture-rattling success of IHOb, we had the daunting task of building on the campaign for year two. Even after quadrupling our sales and setting new benchmarks, the public still wondered if we took our burgers as seriously as our pancakes. The biggest challenge came from a small but vocal faction of Internet basement dwellers (who had clearly never tasted our 100% All Natural Black Angus burgers). These trolls kept hijacking the conversation and telling IHOP to, “stay in your lane” and “stick to pancakes.”
Some brands fear trolls but at IHOP we embrace them as the hardworking creatures they are. The Internet wanted us to stick to pancakes. So we introduced our new “Pancakes”.
The campaign bolstered brand momentum helping IHOP to skyrocket above the family dining category, drive PM sales and most importantly, sell burgers.
Directed by The Bobbsey Twins