Client: International House of Pancakes franchisees ad group
Media: Newspaper, radio & TV
Okay, so it's not the most ingenious headline.
But it has what's most important: relevant
(and somewhat surprising) news about the product that we uncovered and presented in a simple way. Yes, you
can order and enjoy a real breakfast at IHOP in just 15 minutes.
It's better than theirs!
The campaign won an Effie for its role in fending off new breakfast competition from McDonald's. It increased sales 30-100% at participating stores. And after the campaign ended, the participants sustained growth 10% above the national average.
Eyebrow: Our 15-minute breakfast
Headline: It's better than theirs!
|their coffee: One plastic cupful. That's it.||our coffee: IHOP gives you all the coffee you want from our Never Empty Coffee Pot for about the same price.|
|their service: You wait in line, you get a paper bag. That's it.||our service: IHOP's personal, friendly waitress does the rushing, while you relax. Starts your day off right.|
|their variety: This, that, or the other thing. That's it.||our variety: Pancakes, waffles, omelettes, eggs any style, bacon, danish, French toast and more. IHOP has dozens of breakfasts you can order and enjoy in 15 minutes.|
|their pancakes: Two per stack. That's it.||our pancakes: Every stack of buttermilks you order at IHOP includes 5 big pancakes made with award-winning batter.|
|their eggs: Scrambled. That's it.||our eggs: Every egg dish on our regular menu includes 3 eggs, any style, plus 3 pancakes. Now that's a breakfast!|
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