National Pancake Day:
A Viral Success Story
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The Origin Story
In March 2024, Sarah from the IHG Hotels and Resorts Sales Team discovered our website with a whimsical idea from her seven-year-old son, Tony. He envisioned an ultra-comfy sweatsuit with thermal pockets to keep pancakes warm.
Tony’s sketch, depicting fluffy pancakes with golden syrup and blueberries, became our first time interpreting a second-grader’s artwork into a commercial product.
From child's imagination to viral reality
Product Development
EFFICIENT MANAGEMENT
Our Creative Director, Rudy, was inspired by Tony’s vision. He returned to the studio with a powder blue fleece swatch and nostalgic photos of pancakes from 1950s diners.
THERMAL POCKETS
Inspired by Domino’s pizza delivery boxes to keep breakfast warm
Photo-Reel Digital Printing
High-quality pancake imagery with golden syrup details
Embroidered Blueberries
Hand-crafted details for premium finish
The Viral Strategy
Perfect Timing
Launched on National Pancake Day (September 26th) at 8:00 AM EST, capitalizing on the cultural moment.
Exclusive Access
Rewards members had exclusive preorder opportunities, fostering engagement within the IHG community.
Organic Buzz
The “pancakes raining out of the sky” concept created natural excitement that spread throughout IHG offices.
Climate-Control Innovation
The sweatsuit featured revolutionary thermal pockets designed to keep pancakes warm from the hotel lobby to an Uber ride, solving a real problem with whimsical innovation.
Every detail was carefully crafted, from the photo-realistic pancake prints to the embroidered blueberry accents, creating a premium product that captured hearts and headlines.
Pancake Power Stats
This project transformed perspectives on pancakes. After experiencing the immense love and passion for this beloved breakfast item, pancakes are now, without a doubt, the undisputed king of breakfast.
75B
PANCAKES
Consumed annually in the United States
1.1B
WAFFLES
A distant second to pancake popularity
200M
FRENCH TOAST
Trailing behind in breakfast preferences
Results & Impact
From a child’s sketch to viral phenomenon – the numbers tell an incredible story
Unprecedented Succes
- First merchandise product in company history to go viral due to organic buzz
- Thousands of units sold out in under one hour
- Exceeded initial projections by over 10,000%
- Generated massive social media engagement and brand awareness
Key Learnings
- Authentic storytelling resonates more than traditional marketing
- Whimsical concepts can drive serious business results
- Employee engagement amplifies external success
- Perfect timing and exclusive access create urgency
READY TO CREATE
YOUR OWN VIRAL SUCCESS?
Discover how whimsical ideas and authentic storytelling can transform your brand’s merchandise strategy.