How to write a headline
Audience recognition is a powerful thing. Say something your audience knows, and they’re going to understand it, even if it’s about something else entirely. And that’s when they take notice, maybe chuckle, and in this case, staring at that tall stack of pancakes, realize their hungry.
But headlines are also about efficiency. Does the ad tell a story that advances brand (good food with attitude in this case)? Does it tell you something more than the picture (as opposed to the headline: Pancakes!)
Always remember, space is important. Because you want to eat those pancakes.