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.
Breakfastarians
Creating misfits so we could welcome's them to IHOP.
Educational poster explaining the definition of a breakfastian, with a person holding a sign that says 'Breakfast for dinner!'.
A collage of images and text promoting breakfast awareness and activism. Elements include a car with California license plate, various stickers about breakfast and vegetarianism, a poster titled 'Become a Breakfastarian,' a toast with the message 'Keep Calm and Go Breakfastarian,' a BuzzFeed article listing '12 Annoying Things Breakfastarians Have to Deal With,' and a forum post titled 'How do I tell my parents I'm a breakfastarian?'
A website homepage with a blue background featuring various breakfast-themed food icons such as toast, eggs, pancakes, and bacon. The main headline reads "Breakfast. It’s what’s for dinner." surrounded by these icons.
A round button with red and light blue sections, displaying the words "Go Breakfastarian" and the website 'gobreackfastarian.org', with the phrase "See the light. Eat breakfast at night" at the bottom.
A printed email or flyer featuring a heart-shaped fried egg, a stack of pancakes, and a Go Breakfastarian button, with text inviting to join the breakfast movement.
A breakfast scene with a mug featuring the IHOP logo and a smiling face, with breakfast foods in the background including waffles topped with whipped cream and berries, and pancakes with syrup and butter.
Web page from IHOP listing signs of a breakfast lover, including pancakes, comfortable clothes, bacon, romantic breakfast, and coffee.
A graphic featuring a fried egg cooked as a heart shape with a sunny side up yolk on a yellow background. The text above the egg states 'No Breakfast Left Behind' and below it reads 'Join the Breakfastarians' with a URL 'breakfastarian.tumblr.com'.
Blue background with white text showing social media statistics: 500% growth in the breakfast community, 12x more social impressions, and 18x more engagements in the last two weeks.