Some brands chase trends. Others create them. Right now, IHOP is proving it knows the difference. If you’ve ever scrolled through social media and cringed at brands trying too hard to be funny, relatable, or “with it,” you’re not alone. Forced attempts at cultural relevance are easy to spot. But IHOP? They’re playing a different game—one that actually works.
Instead of relying on a flashy Super Bowl ad or another limited-time menu item, IHOP went all in on a record-breaking marketing stunt—one designed to make people talk, share, and most importantly, show up.
Breaking Records, Breaking Through
So what’s the big deal? IHOP is attempting to cook 20,000 pancakes in just eight hours—not just for fun, but to set a Guinness World Record. And for every pancake flipped, they’re donating $1 to Feeding America.
On the surface, it sounds like a simple PR stunt. But it’s actually a textbook case of cultural relevance done right. It’s timely, engaging, and tied to National Pancake Day, a tradition they’ve spent two decades building.
But here’s where the real marketing magic happens: it’s not just about pancakes—it’s about participation. IHOP is creating an event people want to be part of—whether they’re watching, sharing, or lining up at their local restaurant for a free short stack on March 4.
And here’s the kicker: this isn’t just a one-day event. It’s a brand shift.
Cultural Relevance Isn’t About Noise—It’s About Connection
For years, IHOP relied on traditional advertising, casting a wide net with broad campaigns. But things have changed. Consumers today don’t just want to see ads; they want to be part of something.
That’s why IHOP is moving beyond commercials and investing in real-time cultural conversations. Instead of blasting out generic messages, they’re tapping into specific communities and trends—from Gen Z foodies on TikTok to nostalgic millennials who remember IHOP as a late-night staple.
But here’s the biggest shift: IHOP is bringing its creative and social media work in-house. In the past, outside agencies handled most of their marketing. Now, IHOP wants full control over its voice and presence, ensuring they can react to trends in real-time instead of waiting weeks for a campaign to roll out.
What Other Brands Can Learn from IHOP’s Strategy
IHOP isn’t just throwing pancakes at the wall to see what sticks (though that would make a great TikTok challenge). They’re following a clear, repeatable strategy that any brand—big or small—can learn from.
1. Cultural relevance starts with action, not just talk
Too many brands think that tweeting a meme or hopping on a viral hashtag makes them relevant. It doesn’t. People engage with brands that do things, not just say things.
IHOP is proving this by creating real-world experiences that drive conversation. A social media post lasts seconds; a Guinness World Record attempt lives on forever.
2. In-house marketing means faster, smarter execution
Marketing trends move at lightning speed. By bringing creative in-house, IHOP ensures they can react within 24 hours to what’s trending, instead of missing the moment.
For smaller brands or entrepreneurs, this doesn’t mean hiring a huge team—it just means having a system in place to move quickly and authentically.
3. Give people a reason to show up
IHOP isn’t just running an ad campaign—they’re giving people a reason to visit their locations. A free pancake giveaway may seem simple, but it reinforces what the brand is all about: comfort, community, and great food.
Whether it’s a special event, an exclusive product drop, or a surprise giveaway, people engage with brands that reward their attention.
The Bigger Picture: IHOP’s Long-Term Play
IHOP isn’t just chasing a viral moment. This is a long-term strategy to rebuild its place in the cultural conversation. With dine-in restaurants facing tough competition from fast-casual and delivery-only models, brands like IHOP have to offer more than just food—they need to create an experience.
And here’s where it all comes together: cultural relevance isn’t about creating a stellar marketing strategy—it’s about meaning.
A brand becomes culturally relevant when it stands for something people care about. IHOP isn’t just making pancakes—they’re making moments. Moments people will talk about, share, and remember.
What’s Your Brand’s ‘20K for Pancake Day’ Moment?
Whether you’re running a global brand or a small business, the lesson here is the same:
- Create an experience worth talking about.
- Move fast, but move with intention.
- Be part of culture—don’t just try to sell to it.
IHOP flipped the script on how a legacy brand can stay relevant. The question is: how will you?
FAQs
1. How can brands create cultural relevance in marketing?
Brands can build cultural relevance by creating real-world experiences that get people talking, rather than just relying on ads or social media posts.
2. Why is in-house marketing better for cultural relevance?
In-house marketing lets brands move fast, react to trends instantly, and maintain a consistent voice, rather than waiting weeks for agencies to execute ideas.
3. How do real-world events help brands connect with audiences?
When brands create interactive moments—like giveaways or record-breaking stunts—they give people a reason to engage, share, and feel part of something bigger.