Let’s not bury the lede. iHOP wants to be known for more than just breakfast. They’d love it if you thought of them for “burgers” … and more broadly, lunch and dinner. The company isn’t changing its name; it’s just a marketing campaign. And boy, it worked. The surprise reveal goaded other brands into having a bit of fun at their expense: Burger King, Chiquita Bananas, even O.B. tampons. (It’s hysterical; you should Google these.) Sure, iHOP got razzed pretty good, but they also created a frenzy of attention and showed that they were strong enough to have some good natured fun. If that’s not a humanistic strategy, I’m not sure what is.
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Photo credit: iHOP (iHOB)