Leggo of My Eggo Memorable ad
Advertising Sep 03, 2018
Leggo of My Eggo
Leggo of My Eggo – Coming from an ad agency background myself, I’ve always had a deep appreciation for great concepts and powerful advertising taglines. “Leggo of My Eggo” is one of those rare gems that’s playful, catchy, and instantly memorable. I imagine the likes of Mad Men’s Don Draper sitting in a smoky boardroom, crafting a campaign that taps directly into American breakfast culture.
- Nike – Just Do It!
- Wendy’s – Where’s the Beef
- Alka seltzer – Plop, plop, Fizz, fizz oh what a relief it is
- Budwiser – King of Beers
- Miller Beer – It’s Miller Time
Enter Kellogg’s famous ‘Leggo of Meggo’ campaign. The commercials featured people engaged in friendly, playful banter over who would get the last Eggo waffle.
Now, how are you going to top that? Why not take the same tagline and tweak it a bit? (Leggo of Your Eggo) Now they took the memorable concept of ‘Eggo selfishness’ and turned it into ‘Eggo sharing.’ https://www.ispot.tv/ad/dnfU/eggo-thick-and-fluffy-waffles-whisper
Kudos to the creative director. It’s nice to see a new twist on an iconic ad campaign concept.
The “Leggo My Eggo” ad campaign for Kellogg’s Eggo waffles is one of the most iconic and enduring advertising campaigns in the frozen waffle market. It was created by the Leo Burnett agency in 1972, four years after Kellogg purchased the Eggo brand in 1968. The campaign’s hallmark slogan is “L’eggo my Eggo.”
This cleverly captures the idea that Eggo waffles are so delicious that family members fight over them. This is shown humorously, rather than just stating the product’s taste or convenience.
This approach was a form of social engineering in advertising. Instead of simply showing waffles being made, the ads depict people competing for them, implying their irresistible appeal. The slogan itself became a memorable, rhythmic catchphrase that reinforced this idea and helped the campaign reach pop-culture status, appearing in shows like That ’70s Show and Stranger Things.
The campaign first aired in 1989, featuring commercials that showed family members vying for the waffles.
It has continued to be used in various forms over the decades, maintaining Eggo’s 73% share of the frozen waffle market. The campaign’s success lies in its storytelling, which makes viewers assume Eggo waffles are a well-known and beloved product, effectively “baking” the product’s appeal into the audience’s mind.
There have also been playful variations, such as commercials featuring Lego-themed Eggo waffles, which added a fun twist to the campaign in the 2000s
In summary, the “Leggo My Eggo” campaign is a brilliant example of advertising. It uses humor, storytelling, and a catchy slogan to create a lasting emotional connection with consumers, helping Eggo maintain its market leadership for decades.