IHOP Restaurants (FKA International House Of Pancakes) has selected Droga5 to be its new creative agency of record, the client has confirmed. It previously worked with Campbell Ewald, the Interpublic shop.
New York-based Droga5 will lead creative strategy and execution for the all-day breakfast QSR 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.
The appointment of the new agency follows aggressive growth plans laid out by IHOP including the expansion of its IHOP N GO (to go) platform and efforts to expand its footprint, including 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, CMO at IHOP. “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.”