IHOP has a new agency to promote its flapjacks and a new tagline to entice people to its restaurants. The pancake chain named Pereira O’Dell as its new creative agency partner and together the two entities released a new campaign and tagline: “Let’s Put a Smile on Your Plate.”
Pereira O’Dell was awarded the business through a competitive creative review and is tasked with developing brand strategy, TV ads, out of home placements, digital and social media campaigns, influencer marketing and brand integrations.
The new spots utilize a modern cover of the classic tune “When You’re Smiling” and cuts back and forth between food being cooked on the griddle and people smiling and enjoying their time at the restaurant.
The creative inspiration for the campaign is based on the happiness people feel when enjoying the food at an IHOP. The red smile from IHOP’s logo is a recurring element that comes to life across the campaign, starting with the TV ads and rolling out to restaurants, OOH installations, events and more.
New ads feature a 60-second hero brand spot, along with a 30-second ad promoting the chain’s omelets and another touting IHOP’s “Bank of Pancakes” brand loyalty program. The spots will debut on linear and OTT television on April 11. The new campaign will also include online video and paid social on TikTok, Snap, Meta, Twitter and Yelp.
The campaign is the first major one under IHOP CMO Kieran Donahue, who was hired last year.
“We are thrilled to be working with IHOP, Kieran Donahue, and Kieran’s entire team. It has been a true partnership since our first meeting. IHOP is undergoing more than just a rebrand; this is a moment of transformation, from the campaign to the new app to the launch of the loyalty program. We could not be more excited to be taking part in this effort alongside such a great team. IHOP is one of the few brands everyone can smile about, and that’s exactly what we’re after,” said Natalie Nymark, president, West, Pereira O’Dell.
IHOP recently announced a limited release with Pepsi, the Pepsi Maple Syrup Cola.
Kieran Donahue – Chief Marketing Officer – IHOP
Amanda Tostado – Brand Manager – IHOP
Candice Jacobson – Director of Communications – IHOP
Nathan Casey – Executive Director CRM & Loyalty – IHOP
Tony McMaster – VP Marketing – IHOP
Scott Randolph – Head of Culinary – IHOP
PJ Pereira – Creative Chair & Co-Founder
Andrew O’Dell – CEO & Co-Founder
Rob Lambrechts – Chief Creative Officer
Natalie Nymark – President – West
Jason Apaliski – Executive Creative Director – West
Matt Kappler – Creative Director
Eduardo Gomes – Design Director
Moses Kelany – Design Director
Christa Prater – Senior Copywriter
Divya Seshadri – Senior Art Director
Ricky Lu – Senior Art Director
Spencer Campbell – Senior Copywriter
Bevin McCullough – Art Director
Thomas Hodge – Copywriter
Will Martin – Copywriter
Connor Witt – Art Director
Lenny Karpel – Director of Brand Strategy – West
Lyndsey Fox – Brand Strategy Director
Olivia Chase – Brand Strategist
Ashley Wells – Director of Communications Strategy
Belinda Hu – Senior Communications Strategist
Kate Wadkins – social media Director
Damara Dikeou – Group Social Strategy Director
Khadija Karodia – Senior Social Strategist
Kevin John – Group Brand Director
Carine Johannes – Brand Director
Kate Alders – Brand Supervisor
Lindsey Anderson – Director of Project Management
Chloe Flavin – Senior Project Manager
Veronica Beach – Director of Production
Darbi Fretwell – Executive Producer
Derek Meyer – Senior Producer
Brenda Osorno – Producer
Tamika Knight – Director of Business Affairs
Andriana Collins – Business Affairs Manager
Lenny Campbell – Business Affairs Coordinator
Josh Diaz – Director of Content Production
Mitchell Hunter – Editor
Ezequiel Sarudiansky – Editor
Michael Giron – Post Producer