Design > Design Crafts
LEO BURNETT CHICAGO, Chicago / EGGO / 2015
Overview
Credits
ClientBriefOrObjective
We were asked to create communications that highlight the unique qualities of Eggo waffles and prompt someone to say "L'Eggo my Eggo.”
Execution
Inspired by the immediately recognizable, iconic shape, we designed a typeface derived directly from the waffles themselves. Referencing the positive and negative space created by the grid, along with a waffle’s organic qualities resulted in a unique, ownable, typeface we call Waffle Rounded.
Outcome
The result was a distinct, immediately recognizable typeface that leveraged unique product qualities. 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.
Relevancy
Iconic Eggo waffles have been un-shareable at the world's breakfast tables since 1972. The target is parents with a fun, modern parenting approach. Rather than over thinking breakfast, they rely on crowd-pleasers that keep things enjoyable and drama-free for everyone.
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