NavyPattern2.png

Five days. Five teammates.
And one big flippin’ pivot.

Our team had five days to create a marketing campaign for Flip’d by IHOP® that left IHOP’s breakfast baggage at the door. An ask like that was challenging enough — then we realized that Flip’d didn’t need a marketing campaign. They needed a brand strategy. Fortunately for us, great ideas always find a way. And sometimes, they even win competitions.
LEVERAGING FAMILY TIES.
With a similar menu, the attachment of IHOP to the Flip’d name and the long-established popularity of the IHOP brand, our solution for ditching IHOP’s breakfast baggage was simple:

Don't.

After all, they share the same last name. So why not lean into IHOP, the pancake-icon, and use their brand as our launchpad?
Screen Shot 2022-01-22 at 9.11.24 PM.png

Meet Flip,
the new face of Flip'd.

Flip is IHOP's troublesome, yet lovable younger brother. And like most younger brothers, Flip loves to play pranks on his siblings.
FLIP'S FIRST PRANK.
After returning home from college, Flip takes advantage of older brother IHOP's social media accounts. 
Screen Shot 2022-01-22 at 9.11.35 PM.png
FlipGif.gif
IHOP'S HEARTFELT APOLOGY.
After the dust settles, IHOP will issue an apology to clear the air and shed some light on his little brother, Flip. 
Screen Shot 2022-01-22 at 9.11.45 PM.png
THE BIG REVEAL.
Through IHOP's public apology, we'll introduce Flip to the world and establish Flip'd as a restaurant that makes food, not rules.
So many brands in this category post on social media and wait for competitors to respond, if they ever do. With an IHOP family full of personalities, you don’t just own the conversation — you control it.
NavyPattern2.png

A closer look at Flip.

As Flip’d gains traction, consumers will have the ability to prank their friends with a Flip-inspired “I’m Sorry Meal” that includes a sad, little pancake, a “you just got Flip’d" sticker and an additional discount.
FlipGif2.gif
coupon.png
coupon.png
imsorrymeal_v2.png
FLIP IS SOMEONE WHO WELCOMES CHAOS.
Something everyone in their teens, twenties and thirties know all too well. A loaded hamburger for breakfast? Why not! Pancakes at 2am? Count me in! Social posts encouraging this kind of invigorating freedom helps remind consumers that at Flip’d, you can have whatever the flip you want.
Screen Shot 2022-01-22 at 9.11.58 PM.png
LAYING THE FOUNDATION FOR FUTURE BRANDS.
As we continue to develop Flip’s brand voice and the camaraderie between Flip'd and IHOP, what we’re really doing is laying the foundation for future brands to join our family. So the next time IHOP is ready to expand again — they’ll have a place to call home.
MY ROLE
Creative strategist, presenter and flip pun generator
TEAM
MENTOR
Vann Graves, Executive Director of Brandcenter
FlipGif.gif