In the case of “Sample Lady” branded content, which was viewed exclusively online, restrictions and regulations did not apply.

After working closely with the media publication to enhance the print magazine with the Eggo Decoy sticker, the team heard directly from consumers how much they enjoyed keeping their Eggos to themselves. So much so, that the brand began distributing the Decoy page via their owned social (Facebook) and digital (leggomyeggo.com) channels. A “How-to” video was released to show the Decoy box in action and additional Decoys were created to continue to help people "L’Eggo my Eggo."

The Sample Lady videos immediately resonated with consumers as they shared their love for it on Facebook. As a crucial part of the “L’Eggo my Eggo” campaign, the “Sample Lady” helped increase sales in the first quarter. Year to date Eggo sales are up +6% in Dollar Sales (YTD w/e 3/7/15) and +1.4 share points in the Frozen Breakfast category.