Eggo

Success Story

Iconic brand stays fresh on mobile

The frozen waffle brand put a modern twist on a famous campaign, targeting a new generation with video and photo ads on mobile to drive a strong lift in sales.
  • 4.2X return on ad spend
  • 3.2% lift in measured household penetration

Their Story

A family breakfast favorite

Breakfast is known as the most important meal of the day. So it’s no surprise that many people eat breakfast because they have to, not because they want to. But that’s not the case with Eggo. People love Eggo, but after over four decades in market, the brand was starting to lose relevance with consumers.

Their Goal

Staying relevant in a mobile world

Competition for space at today’s breakfast table is fierce, and parents have a growing number of options to serve their families. Eggo wanted to put a new spin on the established “L’Eggo My Eggo” campaign to increase the brand’s appeal with a younger audience.
With our new campaign grounded in the cultural truth that people share everything—on Facebook and in their lives—Facebook was the perfect platform to relaunch “L’Eggo My Eggo” and make the brand relevant to a new generation of consumers.
Trinh Le, Director, Frozen Breakfast Brand & Innovation, Kellogg’s

Their Solution

Heating up an old favorite

The brand brought Eggo into today’s mobile world by tying to a cultural truth. We live in an era where people share everything—on Facebook and in their lives. But Eggos are too delicious to share. For its Facebook campaign, the Eggo team worked with agencies Leo Burnett and VML to develop a series of video ads and photo ads that would bring the “L’Eggo My Eggo” campaign to life on mobile.

Too delicious to share

The campaign featured a series of videos of a conflicted grocery store sampler fending off customers as she finds different ways to avoid sharing her waffles, delivering the punchline “Eggo waffles are just too delicious to share.”
In addition, the team created a series of fun posts that show how kids might defend their Eggos. Several image posts showed legions of toys defending Eggo waffles, while other image and video posts suggested that people create decoy labels to protect their waffles from Eggo-preying family members.

Reaching mobile consumers

Using past purchase behavior and product affinity data from Datalogix, Eggo targeted ads to a Custom Audience of people who:
  • buy from the category (syrup carriers), but not Eggo
  • buy Eggo products (light and medium buyers)
  • shop for frozen breakfast items, but don’t buy waffles (or other syrup carriers)
To reach a new generation, Eggo placed the ads in Facebook mobile News Feed.

Products used

Goals

Their Success

Success worth sharing

Refreshing a nostalgic favorite in a fresh new mobile campaign delivered an impressive 4.2X return on advertising spend for Eggo, resulting in a significant lift in revenue in just a few months.
Between February–May 2015, the brand achieved:
  • 4.2X return on ad spend
  • 3.2% lift in measured household penetration (2.84% is the norm for consumer packaged goods)
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