Problem: Eggo Waffles had fallen out of the cultural spotlight. They needed a strategy to get back into the limelight. My team and I did the research to make them a creative brief.
Process: We asked college students to share how and when they have Eggos. We also did research via Reddit, WARC, and product reviews.
Outcome: My team found that Gen Z eats inconsistently throughout the day, are highly creative, and are individualistic. The strategy? Make Eggo bigger than breakfast. It can be a creative and fun snack for anytime.
Everything that Eggo and our big waffle competition tries to be
is what Gen-Z doesn't need.
