Our challenge was to launch a line of frozen breakfast entrees using the little-known brand commonly referred to as IHOP, take down the likes of Eggo and Jimmy Dean, and do it all for about a buck fifty. To theoretically achieve this, we chose to exploit, exploit, exploit. IHOP restaurants enjoy brand recognition near 100%. Why waste time telling people something tastes good when your name alone makes the case? Instead, focus on creating a breakfast brand that's actually interesting. Like Jimmy Dean, only with flaky goodness instead of sausage fat. The web pages shown here were the produced look-and-feel. Other pieces are what won the business, which was not originally intended to be a creative job. Hey, look at that – creative bringing in new biz. Crazy.