Eggo: L’Eggo with Eggo

Eggo, a US breakfast CPG, retained and grew high household penetration with a cross-channel video and social campaign aimed at making breakfast with kids easier.

Campaign details

Brand: EggoAdvertiser: Kellogg'sEntrant: StarcomCategory: Single MarketPrincipal authors: Kent Weaver, Starcom; Austin Myerson, Digitas; Liliana Zambrano, Leo Burnett

Background

COVID: A booster for the Frozen Breakfast category

Like many other CPG categories, Frozen saw historic growth in penetration. Eggo was no exception to this growth, gaining an unprecedented 3.1 percentage point increase versus 2019.1

Although Eggo's 2020 growth came from all homes, penetration among nonparents grew almost 2X faster than with our main and most important target, parents, who make up the majority of Eggo's dollar sales.2 We...

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