How Eggo is Playing Up its Moment in the 'Stranger Things' Spotlight
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The credit for the brand’s tie-in work is, much like the “Stranger Things” plot, a bit murky. Eggo worked with WPP’s VML as the brand’s digital agency and for a while, VML could even be considered the brand’s lead agency, says Le. Leo Burnett was also the lead agency on the brand for a while, not a surprise given Kellogg’s long history with the Publicis Groupe shop. VML did some of the planning on the latest projects, but Eggo now works with Leo Burnett, Le said.
She declined to share details on any sales bump the brand has received since the “Stranger Things” appearances or the brand’s media spending. Eggo still holds a commanding 20.7 percent lead share in the frozen baked goods category, despite a 1.5 percent sales decline to $476.8 million in 2016 and an expected 1.8 percent decline this year, according to Euromonitor International. Kellogg’s U.S. media spending on Eggo fell 37.4 percent to $34.2 million in 2016, according to the Ad Age Datacenter.
Eggo and Netflix coordinated after the first season and “as we’ve been getting ready for season two there has been much more collaboration. We have worked with them as we found out about their plans for the premiere and we’ve shared all of the ideas that we have for getting fans excited, to make sure they’re on board with all of that,” says Le.
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