Project Description
IHOP MEXICO:
SOCIAL DISTANCING & DINE-IN CLOSINGS
BRIEF
As COVID-19 began to close restaurants in the US, Mexico restaurants saw themselves on the same path and hurried to create a strategy to get ahead of some of the upcoming pressure.
CHALLENGE
With dine-in capacity at restaurants coming to a close, delivery would become imperative. As would the need to market in the place where people are, namely at home on social media.
SOLUTION
Create a comprehensive plan for moving all business to no face-to-face interaction. Pieces created included printable menus, landing page menus, advertising supporting app-based ordering, digital promotions directing to a landing page, social media advertising, and social media awareness and engagement posts.
MULTI-
PURPOSE
MENUS
As IHOP created a limited menu for delivery, nm+u was tasked with creating two versions of the menu. One version, intended for pick-up and takeout, needed to be easily printed locally and would also be included with every delivery order. The second version would live online for all digital communications to be directed to.
+ PRINTABLE MENU
+ WEBSITE LANDING PAGE: MOBILE OPTIMIZED
+ SOCIAL ADVERTISING
The goal on social platforms is not only to grab the user’s attention but to connect with the audience in a brand and situationally relevant way. In the case of IHOP, social distancing meant the audience was going to miss the delicious food… the food that’s been serving smiles for over 60 years. Turns out… IHOP’s food had grown accustomed to its guests as well. So, what is IHOP’s food thinking and doing now that they’re distanced from them?
+ SOCIAL POSTS
“We’ll see each other soon.”
“Until our sweet reuniting”
Finding our inner peace – Yummaste.
“Let the bad, just slide off” – Buttermilk Pancakes
+ IG STORIES
What do you miss doing out of the house most – using gifs.
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