Campaign details
Brand: IHOPBrand owner: Dine Brands GlobalLead agency: InitiativeContributing agencies: Droga5, DeVries GlobalCountry: North AmericaIndustries: Restaurants & takewaysMedia channels: Mobile & apps, Sales promotion, Search marketing, Social media, TelevisionBudget: Over 20 million
Executive summary
For 60 years, IHOP (International House of Pancakes) has been America's unrivalled pancake house. But going into 2018, IHOP was fighting to overcome both flat-to-declining sales and worsening traffic erosions.
We were tasked to reverse IHOP's sales slump and drive incremental in-restaurant visitation.
To achieve this task, we leveraged data in...