Project Description
IHOP PANCAKE SQUAD BRANDING
BRIEF
IHOP has long been known as a family-friendly restaurant brand. After 60 years of spreading happiness around the globe, the brand wanted to build on that tradition by creating a deeper, more enriching experience for both families and primarily for children. Because we all know that happy kids = a happy family. And a happy family = a return visit.
CHALLENGE
The challenge was to develop a program that was specifically aimed at creating happy kids, to give them a more immersive experience both in and out of the restaurant. The goal was to ensure the program aligned with the brand promise of “Spreading Happiness” and ideally, the experience would be highly shareable, as well.
SOLUTION
The Pancake Squad was created to truly help define a program that was JUST for kids. As a “squad” the kids can belong to something bigger and more meaningful. The program features a unique look and feel (yet is complementary to the main branding), and offers an app and in-store experience that focus directly on the perspective of the kids.
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