Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

IHOP bites into little treat trend with Katseye-soundtracked campaign

Brand: IHOP

Campaign: Stuffed French Toast Return

Source: https://www.marketingdive.com/news/ihop-bites-into-little-treat-trend-with-katseye-soundtracked-campaign/830014/

Goal: Promote the return of stuffed French toast as an accessible indulgence

Claim: Fancy French toast, but accessible

Media: TV, social media, digital channels, influencer and PR support

Summary: IHOP is celebrating the return of its stuffed French toast with a new campaign that highlights the item as an accessible indulgence. The campaign features a rococo-styled spot set to Katseye’s song 'Pinky Up', showcasing diverse diners enjoying the dish. It taps into a cultural trend towards 'little treats' and emphasizes social listening by responding to consumer demand for the item. The campaign will run across various media channels to engage fans.

USA

Around the World: Women’s sport asks UK Treasury for subsidy

Brand: Chipotle

Campaign: Behind the Foil

Source: https://stoppress.co.nz/stoppress-exclusives/around-the-world-womens-sport-ask-uk-treasury-for-subsidy/

Goal: To showcase diverse interpretations of the brand through influencers

Media: Influencer channels, television

Summary: Chipotle launched the campaign 'Behind the foil', allowing 100 diverse creators to share their unique interpretations of the brand directly from its kitchens without scripts or approvals. The campaign aims to differentiate itself from traditional foodie influencers, leveraging the creators' combined 100 million followers.

Campaign Strategy food industry influencer marketing

Japan

“I Apologized to Employees” But After All, Kobeya Let Go of 70% of Sales, A Major Rebranding by the Long-Established Bakery

Brand: Kobeya

Campaign: Kobeya Kitchen Atre Ebisu Store Rebranding

Source: https://www.advertimes.com/20260819/article554238/

Goal: To rejuvenate the brand and connect with customers through a new brand statement

Claim: Be Playful

Summary: Kobeya is undergoing a major rebranding as it prepares to reopen the Kobeya Kitchen Atre Ebisu Store on August 20. This includes a new corporate logo, store design, and uniforms, aimed at shifting from product and quality differentiation to generating empathy through worldviews and experiences. The rebranding reflects the company's transition after selling off its packaging bread business, now focusing on frozen dough and direct management operations. The new brand statement emphasizes creating 'new commons in food' with the core slogan 'Be Playful', embodying a fresh and engaging approach to customer experience.

customer experience food industry rebranding