Problem: Eggo Waffles have fallen out of the cultural spotlight. They needed a defined strategy to make it back. My team did the research and made them a creative brief.
Process: I asked college students to share how and when they have Eggos. Then the team 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.
