IHOP Breakfastarian

Inspiring guests to “see the light, eat breakfast at night”

IHOP came to us with a problem: their restaurants are dead between 4 and 10pm. Could encouraging our audience to eat breakfast for dinner be the solution?

We created a brand new food culture, a group known as the breakfastarians. To give them credibility, we seeded a movement across the internet on places like Craigslist, Wikipedia and Urban Dictionary. Next we sent out a mysterious mailing to 6,000 news outlets, garnering media attention and social buzz.

Now it was time for IHOP to step in. Rather than lay claim to the new movement, IHOP dropped a press release welcoming all breakfastarians to their restaurants. IHOP could now engage a new community over the love of breakfast, while sharing that content on it’s own channels.