Uploaded May 2021 | Updated September 2026, 3 weeks ago
How do you get the world to care about burgers from a pancake house?
For 60 pancakin’ years, IHOP has been all about three things: pancakes, pancakes, pancakes. But in the shrinking family-dining category, IHOP needed to think beyond breakfast. So they launched a new line of Ultimate Steakburgers to expand into lunch and dinner.
But how do you help IHOP stand out among America’s burger specialists?
They went big. They changed IHOP to IHOb as in a "b" for burgers.
And to avoid being called out as just another publicity stunt, we went all in. We flipped everything from their Twitter handle to an entire store. And we remained unflinching in our statements to the press.
Outrage, confusion and speculation flooded every social platform in what became one of the biggest guessing games in history.
Creative: Droga5 New York
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
How do you get the world to care about burgers from a pancake house?
For 60 pancakin’ years, IHOP has been all about three things: pancakes, pancakes, pancakes. But in the shrinking family-dining category, IHOP needed to think beyond breakfast. So they launched a new line of Ultimate Steakburgers to expand into lunch and dinner.
But how do you help IHOP stand out among America’s burger specialists?
They went big. They changed IHOP to IHOb as in a "b" for burgers.
And to avoid being called out as just another publicity stunt, we went all in. We flipped everything from their Twitter handle to an entire store. And we remained unflinching in our statements to the press.
Outrage, confusion and speculation flooded every social platform in what became one of the biggest guessing games in history.
Creative: Droga5 New York
NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.
