'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.
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.