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Effie Award winning restaurant ad campaign
It's creative because it worked.
Client: International House of Pancakes franchisees ad group
Media: Newspaper, radio & TV
Also see TV script
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.
Eyebrow: Our 15-minute breakfast
Headline: It's better than theirs!