By Heather Taylor<\/p>\n\n\n\n
In 2016, a young girl called Eleven wandered into a grocery store and openly shoplifted four boxes of Kellogg\u2019s Eggo waffles<\/a>. Oh, and she got away with it using her psychokinetic abilities. What might sound like a trending Twitter Moments story is actually one of the most memorable scenes from the Netflix original series, Stranger Things<\/em>. In season one, Eleven built a tight friendship with Mike, Dustin, and Lucas as they searched for the missing Will Byers, but she also helped put Eggo Waffles back into the spotlight as her favorite snack.<\/p>\n\n\n\n Here\u2019s the twist though \u2014 Stranger Things<\/em> takes place in the early 1980s, in an era when Eggo waffles were dominating breakfast tables everywhere. For viewers watching the supernatural show in 2016, a whole new generation discovered what it meant to \u201cL\u2019Eggo My Eggo\u201d and ate up every second of it on and off the series. And they weren\u2019t alone either, as Kellogg\u2019s fed the fan frenzy with a throwback Eggo commercial in the Super Bowl LI that quickly dissolved into a teaser spot for Stranger Things 2<\/em>.<\/p>\n\n\n\n With less than a week to go before Stranger Things<\/em> debuts its second season on Friday October 27, we spoke to Trinh Le, director of frozen breakfast marketing at Kellogg\u2019s, to find out how Eggo is answering fan hunger and hype with everything from pop-up spoiler blockers to DIY Halloween costume accessories.<\/p>\n\n\n\n Let\u2019s open with the big (spoiler alert-ish) question on everyone\u2019s minds\u2026 Are Eggo Waffles back this season?<\/strong><\/p>\n\n\n\n Yes! We were really excited to see Eggo make an appearance in the latest Season 2 trailer, but other than that hint, you\u2019ll have to wait and see what happens next\u2026<\/p>\n\n\n\n The plot thickens! There\u2019s no doubt that Eggo waffles will be munched on during themed viewing parties \u2014 how is Kellogg\u2019s helping super fans prep for the premiere?<\/strong><\/p>\n\n\n\n Because there are nine episodes in this season, Eggo has created custom recipes for a nine-course waffle menu so that fans can throw the ultimate viewing party or just properly accompany their binge-watching couch session. These recipes allow you to upgrade Eggo waffles into mini pizzas, BLTs, and elaborate desserts like the above image showcases using ice cream, bananas, strawberries, and whipped cream to turn ordinary Eggo waffles into extraordinary treats.<\/p>\n\n\n\n For anyone who will be on social networks before the premiere and wants to avoid spoilers, we\u2019ve also create a pop-up spoiler blocker for fans \u2014 better known as \u201cL\u2019Eggo My Spoiler\u201d<\/a> \u2014 that you can download on Google Chrome. Mega fans of the series have also received a custom toaster emblazoned with a Stranger Things<\/em>-themed quote, courtesy of Eggo with waffles included.<\/p>\n\n\n\n Eggo also created some custom Halloween accessories too, right?<\/strong><\/p>\n\n\n\n Correct. We made a DIY step-by-step instruction sheet series on how to transform a waffle box into an Eleven costume accessory, like a chic purse or useful flashlight, for anyone dressing as the character this year.<\/p>\n\n\n\n How did this collaboration even happen? Was it planned between the brand and the show?<\/strong><\/p>\n\n\n\n We found out about it just after Season One dropped and we started seeing tons of Eggo and Stranger Things<\/em> mentions on social media. Netflix doesn\u2019t offer any paid placement in their shows, so Eggo\u2019s presence was a really great surprise for the brand. Everyone within the brand and agency teams binge watched the series and loved it. Eggo is truly the show\u2019s biggest fan and the best part of our feature has been engaging with the fans our shared love for Eleven and all things Stranger Things<\/em>.<\/p>\n\n\n\n