Objective: A branding campaign to establish Waffle House as a cult brand for the target audience

Target Audience: Men and women ages 18-24 who live in Southeast. They have a high school education or some college. They have modest incomes. They likely work in blue collar or customer service jobs 

Desired Thought: Waffle House is your friend who loves you the way you are.....it understands you. It's not trying to impress you. It's cheap. Open 24 Hours 

Solution: Twenty-somethings like to party and have a good time. They want to forget about the stress of the real world and have fun with friends. They are also big drinkers on a budget. They have been known to take advantage of a happy hour or two. 

Waffle house is open 24 hours.... 24 "happy" hours. 

Make Every Hour a Happy One.