An IHOP restaurant in Hialeah, Fla. (Alan Diaz/AP)

Pan­cake chain IHOP has con­firmed that the com­pany faked its re­cent name change to IHOb as a pub­lic­i­ty stunt to pro­mote its bur­gers. It wants to be called IHOP a­gain. The re­turn to its true name comes as the pan­cake chain cele­brates its 60th birth­day.

“That’s right, IHOP! We’d nev­er turn our back on pan­cakes (ex­cept for that time we faked it to pro­mote our new bur­gers),” the com­pany tweeted Mon­day.

Last month the pan­cake chain seem­ing­ly rebranded it­self as the com­pany intro­duced a line of black an­gus bur­gers, though it has had bur­gers on the menu for some time.

The in­itial an­nounce­ment drew a com­bi­na­tion of crit­i­cism, con­fu­sion and rid­i­cule on Twitter. One Twitter user com­mented, “International House of Be­tray­al.”

Even com­peti­tors piled on their com­men­tar­y. When Wend­y’s was asked its o­pin­ion on Twitter, the bur­ger chain re­spond­ed, “Not re­al­ly afraid of the bur­gers from a place that de­cid­ed pan­cakes were too hard.”

The buzz gen­er­ated by IHOP’s name change cam­paign start­ed dur­ing the week-long lead-up to the re­veal of what the 'B' stood for. People guessed ev­er­y­thing from bitcoin to Beyoncé. The buzz con­tinued through the bur­ger pro­mo­tion, until this week’s un-brand­ing. Whether that buzz trans­lates to prof­its has yet to be seen.

Company spokeswoman Steph­a­nie Peterson said in an email that the com­pany was hap­py a­bout the at­ten­tion gen­er­ated by the cam­paign. “(W)e’re in­cred­i­bly proud of the IHOb cam­paign … it did ex­act­ly what it was in­tend­ed to do, which was to get people talk­ing a­bout, and think­ing dif­fer­ent­ly a­bout, IHOP.”

Ac­cord­ing to survey data from the YouGov Brand Index, the num­ber of adults in the U.S. who said they talked about IHOP with fam­i­ly or friends, as well as the num­ber who re­mem­bered see­ing an ad­ver­tise­ment for IHOP, jumped the week af­ter the name change an­nounce­ment. That view­er­ship doesn’t nec­es­sar­i­ly trans­late into sales, as the Brand Index said the num­ber of people con­sid­er­ing a pur­chase re­mained flat fol­low­ing the cam­paign.

Plenty of people on Twitter ex­press­ed doubt early on that the name change was real, and CNN re­port­ed a sus­pi­cious lack of pa­per trail that would in­di­cate an of­fi­cial name change. The com­pany also con­firmed to the Associated Press af­ter the name change an­nounce­ment that it was a “tongue-in-cheek” pro­mo­tion for their sum­mer bur­ger menu, and the com­pany’s press re­lease an­noun­cing the name change said the change would be “for the time be­ing.”

IHOP isn’t the first com­pany to pull a fake-out stunt to gar­ner at­ten­tion. What looked like a pre­view for a new Crocodile Dun­dee mov­ie turned out to be an ad­ver­tise­ment for Tour­ism Aus­tral­ia that ran dur­ing the 2018 Su­per Bowl. View­ers, how­ever, were let in on the joke a little more than a min­ute into the com­mer­cial. In 2016, esurance re­leased an ad for A­pril Fools’ Day for e­lec­tion in­sur­ance, de­scribed on its website as “bi­par­ti­san cov­er­age (that) will pro­tect your home for the next four years if your pre­ferred can­di­date los­es the pres­i­den­tial e­lec­tion and you choose to leave the coun­try.” Zum­ba Fit­ness and iRobot, the cre­a­tor of the Roomba vacuum ro­bot, joined for­ces to cre­ate prank com­mer­cials for the Zum­ba Roomba for their own A­pril Fools’ Day stunt.

But for these other cam­paigns, the fake ad in ques­tion u­su­al­ly con­sisted of a one-off vid­e­o or pro­mo­tion. Not in re­cent mem­o­ry has a com­pany com­mit­ted to a prank rebranding that last­ed an en­tire month.