Kellogg's: L'Eggometer

Frozen waffle brand Eggo grew penetration in US households with kids with the launch of the L'Eggometer, a data-driven platform that measured parents' stress at breakfast time and provide them with ways to combat it.

Campaign details

Brand: Kellogg'sBrand owner: The Kellogg CompanyEntrant company: Leo Burnett - USAIdea creation: Leo Burnett ChicagoMarket: North AmericaSector: FoodMedia channels: Word of mouth, influencers, KOLs, Online display, Online video, Product sampling, Television & Connected TV, Content marketing Budget: 10 - 20 million

Executive summary

COVID-19 brought new buyers to the category and our brand, taking Eggo’s penetration to a record high. Our 2021 challenge was to make sure we were keeping those newly acquired families.

With morning chaos reaching new heights on lockdown, data showed...

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