People love breakfast, and love it any time of day. But it's not something they think of when it's time for lunch or dinner.

With fast food kings like McDonald’s poised to steal breakfast lovers all day long, IHOP needed to own "All Day Breakfast".

That's why we launched the Breakfastarian movement. We kicked the movement off through an unbranded campaign via Twitter and Tumblr, then sent an unbranded mailing to thousands in the press inviting them to join the Breakfastarian movement — which had everyone wondering "Who’s Behind the Breakfastarians?" Here’s just one article trying to guess who!

With every new product launch, we created a page dedicated to Breakfastarians — earning high click through rates over and over again.

Role: Concept, Creative Director, Copy