Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
To outgrow a shrinking category, IHOP needed to think beyond the pancake by launching new burgers. To convince an indifferent world, we needed to prove that we took our burgers as seriously as our pancakes. So we did the most serious thing possible. We changed our name to IHOb. The simple flip of a P to a b started a world-wide guessing game. Upon revealing b = burgers, we ignited a viral phenomenon that sparked cultural debate, skyrocketed burger sales, and rekindled America's love for IHOP.
This case describes how a marketing campaign created awareness, excitement and the highest sales in the restaurant’s 50-year history, all on the heels of the launch of a veggie burger—a burger type that had previously failed to gain any interest with consumers and for years been amongst the lowest selling products within burger QSR.
Share in the spirit of Ramadan with McDonald's
Whilst most avoid the potential backlash of culturally-insensitive advertising during Ramadan, McDonald’s simply couldn’t. Not when it repeatedly impacts our bottom-line. Instead of fighting a month of self-restraint with food-romance, we crafted a gripping narrative. This Ramadan, McDonald’s became the vehicle for all to share in the spirit of the holy month. Featuring the “Happy Sharing Box”, we showed how a simple act of sharing elevates Ramadan from being about connections amongst Muslims to connections amongst Singaporeans. And in sharing we too received: 11.5% increased sales, 20% increase on McDelivery.
Brand: McDonald's Singapore
Client: Hanbaobao Pte Ltd
Agency: DDB Group Singapore