'Stranger Things' Has Given Eggo Waffles a Big Boost

Eleven on the hit Netflix series isn't the only one who loves the '80s breakfast staple.

Toasted Waffle with blueberries.


Toasted Waffle with blueberries.

Photo by: 4kodiak


L'Eggo my highly effective product placement in a mega-hit series?

Eleven on the Netflix series "Stranger Things" isn't the only one who loves Eggo's. The character's obsession with ‘80s breakfast staple (don't try to stop her from stealing them) has proven contagious.

According to Business Insider, the "Stranger Things" Eggo's theme has spurred major interest in the Kellogg's frozen waffles in the cheery yellow box, with the most social media mentions in a single month for the brand occurring in October 2017, when the series' second season hit Netflix. What's more, interest has turned to hunger: Eggo sales have risen 14 percent year-on-year in the second quarter of 2017, the site reports.

That's some brilliantly effective product placement, except, according to the website Art + Marketing, it wasn't even a marketing move on Kellogg's part in the first place. Incorporating Eggo waffles into the storyline was initially just an homage on the part the show's creators, Matt and Ross Duffer, to a favorite childhood food.

Ross Duffer told Yahoo that Kellogg gave basic approval for the show's use of the product but "had no idea" their frozen breakfast food was going to factor in so prominently.

It didn't take long, however, for Kellogg's to recognize an opportunity, though, and it was soon employing social media to promote the scenes from the show in which the product appeared. By the time season two launched, Kellogg's and Netflix had made their relationship "official," Art + Marketing reports. Kellogg's cooperated with Netflix on a Super Bowl spot, sent food trucks to the series premiere, offered guidance for Eggo-toting Eleven Halloween costumes, and released nine-course "Eggo's Stranger Things Episode-Pairing Menu."

Others are getting in on the Eleven/Eggo's action, too: Hasbro has released an Eggo's/"Stranger Things" card game. And if you missed sending your sweetie an "I Love You More Than Eleven Loves Eggo's" valentine, well, there's always next year. 

Photo: iStock

Next Up

Eggo Waffles Puts Its Spin on Egg Nog

With notes of cinnamon and nutmeg, the rum-based drink is meant to help parents unwind during the holidays.

Are Butter Boards the Next Big Thing?

TikTok is definitely trying to make them happen.

Oprah's Favorite Things 2023 Is Here — and It Has 30+ Food Gifts

Our editors combed through Oprah's extensive list of favorite things to find the very best gifts of the year.

Is Poke the Next Big Thing?

The next big thing in fast-casual dining may come as fantastic news for raw-fish fans: restaurants devoted to poke, Hawaii’s answer to sashimi, ceviche and tuna tartare.

Are Supermarket Gyms the Next Big Thing?

Grocery stores are getting into the fitness game to attract customers, trend watchers note.

Are KFC Crocs Even the Weirdest Thing the Chain Has Dropped?

KFC has a history of delicious (?) antics.

The Next Big Thing in the Produce Aisle: Tiny Vegetables.

Small vegetables only seem to betting bigger -- at least in supermarkets and restaurants.

What's New