Back when I was a Creative Director at Pereira Odell, we won the IHOP business with the platform “Let’s Put A Smile On Your Plate.” We realized that what the brand was looking for had been right in front of their face the entire time. And also on the face of their customers after every visit in store.
Using the smile as a “red thread” though all the brands touch points, we began creating season product promos, deals, and of course, lots of beautiful pancake footage.