International House of Bemusement

You know what they say: if you can't stand the heat, get out of the kitchen, which is apparently now cooking burgers for some reason.

Sometimes, for brands, the easiest marketing opportunity happens when a competitor does something really, really out of left field.

We’re not going to knock IHOP’s recent “IHOb” campaign or even its decision to start marketing its burgers. After all, diversification is a good thing. And, admittedly, we’re worried that if we start cracking wise now, we’ll end up with egg (and flour and sugar and milk and some maple syrup) on our face. Remember when Maria Sharapova claimed she was changing her name to “Sugarpova” for a marketing stunt? Remember Lady Doritos, which turned out to not actually be a thing?

But we are going to praise the number of brands who have been quickest to jump on this. Sometimes, you don’t need a massive media buy to catch attention – you just need a quick wit and a whole lot of snark.

10/10; would binge its original series Bojack Borseman.

Although it’s true what they say about glass houses.

Oh Wendy’s, stop. You’re insatiable.

Even Canadian brands got in on it.

For what it’s worth though, IHOb seems to be taking it all in stribe.