文章基本信息

标题：$6M Heralds Eggo-Plus
作者：Stephanie Thompson
期刊名称：Brandweek
印刷版ISSN：1064-4318
出版年度：1998
卷号：Sept 28, 1998
出版社：Nielsen Business Publications

$6M Heralds Eggo-Plus

Stephanie Thompson

Kellogg will spend upwards of $6 million on TV and print ads beginning in mid-October to tout the addition of calcium to its line of Eggo waffles.

Kellogg, which earlier in the year added calcium to its NutriGrain bars (Brandweek, April 6), will aim the new value-added Eggos at moms with ads in nutrition and health magazines, via Leo Burnett, Chicago. Ads will tout each serving as having the calcium equivalent of a glass of milk. FSIs, cross-couponing with other breakfast brands and POP also supports.

Eggo tops the $575 million waffle segment with sales down 4.7% to $361.8 million for the year ending Aug. 16, per IRI. Pillsbury's Hungry Jack had $104.3 million in sales, VDK Foods' Aunt Jemima had $48.2 million.

Kellogg is also stressing cereal's nutritional value by extending its "Cereal. Eat it for Life" campaign. New spots aver, "A healthier life is within your reach. So tomorrow morning, help yourself."