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.
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.