Kellogg Company: Leggo My Eggo campaign (1970s-1990s)

William D. Baue

The brilliant part of the "Leggo My Eggo" campaign, according to Jacques Chevron, who worked at Kellogg's ad agency Leo Burnett U.S.A.

Kellogg Company: Leggo My Eggo campaign

William D. Baue

Overview

The brilliant part of the "Leggo My Eggo" campaign, according to Jacques Chevron, who worked at Kellogg's ad agency Leo Burnett U.S.A. in the early 1970s, was not so much the catchy, rhyming tag line itself but rather the fact that Kellogg and Burnett stayed with it for so long. When the frozen waffle brand was introduced in 1970, it competed against Aunt Jemima, a brand that changed advertising strategy every year or so, Chevron remembered. Kellogg marketed Eggo by the opposite strategy: instead of constantly creating something new, it...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands