EGGO WAFFLES GET FILLED
By Adnews Staff
Kellogg Canada's new Eggo Centres waffles are popping up in Ontario grocery stores, backed by a multi-media promotional campaign. The extra-thick waffles are contain one of three fillings: Orchard Apple Cinnamon, Mountain Maple or Field Strawberry. "Kellogg takes waffle innovation to a new level of taste and convenience with our new Eggo Centres," said Jacki Nelson, senior manager of corporate communications and media relations at Kellogg Canada. "There's no need to add toppings to these waffles, because all the delicious filling is already inside." Marketing support for Kellogg's Eggo Centres includes television advertising, a free-standing insert sent to 2.1 million households in Ontario, grocery cart advertising and an in-store sampling program. Television advertising breaks in early April from Leo Burnett. The insert and grocery cart advertising was created by News Canada Marketing and the in-store sampling program is being managed by Instore Focus, all based in Toronto. The campaign's tagline is "A surprising new taste in a waffle."