Waffle House is your classic American diner chain, complete with an overwhelming menu of breakfast foods and 24/7 service year round. Our goal was to encapsulate the essence of Waffle House in our ads, encouraging audiences of all kind to be drawn to its warm yellow glow.
What makes WaHo stand out from its market competitors is its culture – every single location has the exact same architecture, built almost like the trashier Benihana of breakfast food with an exposed kitchen that allows customers to be part of the action. We wanted to creatively capture the quirkiness of Waffle House, giving insight into the varied experiences that go on inside one. Initially, we thought a long copy campaign or a series of commercial spots may be our best solution, but we landed on using the iconic Waffle House sign to our advantage, allowing audiences to connect with each sign and hopefully associate it back to a memory they’ve made inside of a Waffle House.
Our campaign has gotten overwhelmingly positive feedback from reviewers so far. Our most consistent comment has been that the campaign capitalizes well on the current brand of Waffle House – no word from the client themselves yet, but if you’re reading this, we love you, Waffle House!