Eggo has put a slight twist on its famous ‘L’Eggo My Eggo’ tagline nearly four years after reintroducing the 46-year-old motto into its marketing mix.
The Kellogg brand is pushing its Belgian-Style Thick & Fluffy waffles in a campaign called ‘L’Eggo Your Eggo,’ which encourages people to share the frozen breakfast treat instead of keeping it to themselves. In one 15-second spot, a husband excitedly shoves a forkful of Eggo waffle into sleeping wife’s mouth while a voiceover proclaims the product is “too good not to share.”
In a soccer-themed spot, a young girl manages to tear her dad away from an LA Galaxy game on TV when she offers him some of her Eggo. The TV and digital campaign was created by Leo Burnett, the brand's longtime agency.
Eggo has enjoyed a sales boost as of late thanks to its starring role in Netflix’s “Stranger Things.” One of the show's main characters, Eleven has an obsession with the brand’s frozen waffles.
The brand's appearance in the show spurred an average growth rate of 14% year-over-year during the fourth quarter of 2017, and 9.4% during the first four months of this year.
However, the lag between season two - which premiered before Halloween last year - and season three hasn’t done Eggo any favors: according to Nielsen, Kellogg's frozen waffles, pancakes, and French toast sales grew just 1.3% from a year earlier for the four weeks ending May 19.