• by Tanya Gazdik , June 27, 2011

IHOP is killing its eight-year-old "Come Hungry. Leave happy" tagline with the launch of an integrated marketing campaign with a new tagline: "Make it an IHOP day."

The campaign for the Glendale, Calif.-based restaurant chain includes TV, point-of-sale and online. It leverages IHOP's breakfast-inspired signature dishes and limited-time offers to demonstrate how a great meal at IHOP makes the entire day better.

The campaign is an evolution of the "Come hungry. Leave happy" campaign, says IHOP Restaurants Marketing Vice President Joe Adney.

"The 'Make it an IHOP day' campaign taps into something that our guests have told us: That starting or finishing their day with great food and a great experience at IHOP makes their whole day better," Adney tells Marketing Daily. "The new campaign is designed to build an emotional connection with guests through a 'pay it forward' feel."

The first spot using the new tagline highlights the limited-time "Summertime Favorites" menu which includes funnel cakes. English and Spanish versions of the spot in 10-second, 15- second and 30-second versions will air nationally. The buy targets high-impact prime-time and syndicated programming, Adney says. The spot can also be seen here or on YouTube.

IHOP.com has undergone a reskin to mirror the "Make it an IHOP day" look and feel and includes an interactive tool that allows users to scroll for 101 ways to have a great day. The campaign has also been tailored for use by local markets for radio, billboard and local market advertising initiatives.

The campaign was created by McCann Erickson West, which IHOP named as its agency of record in June 2010 without a review. The Los Angeles office of McCann Erickson will manage the IHOP business, guiding brand strategy and broadcast creative. The shop worked with IHOP from 2002 to 2007 and developed the restaurant's "Come hungry. Leave happy" tagline.