Ihop selects Droga5 as agency of record to position chain as an all-day breakfast champion

Droga5 chosen as creative agency of record for IHOP

Ihop Restaurants has chosen Droga5 as its creative agency of record to help push the restaurant beyond pancakes to be better known as an all-day breakfast destination.

The independent New York-based advertising network will lead creative strategy and execution for the chain, including TV and radio initiatives. The agency’s campaign work will hit the market in early 2018, at the start of Ihop Restaurants’ 60th year in business.

The appointment of the new agency follows Ihop’s steps towards growth through the expansion of the brand’s Ihop ‘n' Go platform, as well as recently announced accelerated development plans to expand the brand’s overall restaurant footprint through smaller prototype restaurants and captive locations including airports, travel centers, casinos, and universities.

“At the heart of all our marketing decisions is the goal of building stronger, more engaging relationships with our guests,” stated Brad Haley, chief marketing officer at Ihop. “For almost six decades, Ihop has been known for exceptional hospitality, great food and a great time for families, which has made us the leading family dining chain in America.

"We just needed an equally great advertising agency to tell that remarkable brand story in a compelling, memorable and fun way. With their impressive work and credentials, we could not think of a better agency partner than Droga5 to help us celebrate 60 years of breakfast leadership and to kick off our most exciting year yet.”

Ihop’s previous advertising efforts featured family moments over breakfast with the 'Eat Up Every Moment' from Campbell Ewald.

Droga5 joins a network of agencies currently supporting Ihop marketing, including DeVries Global, MRM/McCann, Blacktop Creative and Initiative.

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

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