While some competitors are touting their new all-day breakfast menus, IHOP is helping diners remember that the pancake chain has always served breakfast around the clock. This week, IHOP debuted a new advertising campaign depicting various everyday happenings that occur in its restaurants. The campaign is IHOP’s first project from Campbell Ewald and features its new tagline: Eat Up Every Moment.
IHOP hopes the fresh tagline will appeal to its customers’ appetites for both delicious food and heart-warming experiences. “It’s got a little bit of a wink to it,” says Kirk Thompson, IHOP’s senior vice president, marketing.
The spots features people eating together at IHOP. In one, a father watches his daughter order her very first cup of coffee; in another, a young math student helps her dad compute a tip. Actor Jason Lee provides the voiceovers.
“We believe that life is too short, and breakfast is too delicious, not to eat up every moment,” says Thompson. “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.”