Problem: Eggo Waffles have fallen out of the cultural spotlight. My team made a creative brief to make it back.
The world sees Eggo as nothing more than a breakfast waffle brand.
Reddit, WARC, product reviews, and in-person research showed us that Gen-Z doesn't eat a traditional breakfast. They eat inconsistently throughout the day, are highly creative, and individualistic.
Everything that Eggo and our big waffle competition tries to be
is what Gen-Z doesn't need.
Our strategy:
