As part of its 360-degree brand reinvention, IHOP engaged nm+u as its International Agency of Record. Our first task was the development of a new brand positioning and creative strategy for all IHOP International markets. Special attention had to be paid to cultural differences across distinct regions such as the Middle East, Latin America and Southeast Asia to ensure an outcome that would be broadly appealing, suitable to all regions and compelling enough to drive franchisee engagement.
IHOP®
Covid-19 Marketing Support
As restaurants began to closes internationally saw themselves on the same path and hurried to create a strategy to get ahead of some of the upcoming pressure. As IHOP created a limited menu for delivery, nm+u was tasked with creating two versions of the menu. One version, intended for pick-up and takeout, needed to be easily printed locally and would also be included with every delivery order. The second version would live online for all digital communications to be directed to.
Challenge
Solution
A creative strategy anchored around the theme “Spreading Happiness Since 1958.” This new brand positioning brought to life the research-supported premise of a place where delicious, world-famous pancakes and other breakfast-inspired delights bring a smile to the face of all guests. The IHOP Extranet, was launched as a one-stop destination for franchisees and partners to access guidelines, campaign resources and other brand assets 24/7.
PRINTABLE MENU
WEBSITE LANDING PAGE: MOBILE OPTIMIZED
SOCIAL ADVERTISING
SOCIAL AWARENESS CONCEPT:
The goal on social platforms is not only to grab the user’s attention but to connect with the audience in a brand and situationally relevant way. In the case of IHOP, social distancing meant the audience was going to miss the delicious food… the food that’s been serving smiles for over 60 years. Turns out… IHOP’s food had grown accustomed to its guests as well. So, what is IHOP’s food thinking and doing now that they’re distanced from them?
SOCIAL POSTS
IG STORIES
