People had been asking for Eggo to bring back Apple Cinnamon waffles for over 10 years. So when it was time to announce their return, we went through hundreds of tweets and identified the five most passionate fans to drop the news on first. And we didn’t just send them boxes of Apple Cinnamon Eggo. We created some fun surprise gifts that uniquely referenced their tweets.
I was the ACD and sole Art Director on this project
We launched the campaign by responding to our selected fan tweets with a custom video. This fan tweeted that he checks the supermarket freezer for Apple Cinnamon Eggos every time he shops. So we sent him his own custom freezer filled with the Eggos he’s been looking for.
Richie and our other fans started posting about their surprises pretty much right away.
In total, we made five special edition surprises each inspired by a different fan’s tweet.
This is my original sketch next to the final trophy. When in doubt, use the logo over butter on an Eggo.
One fan asked what the story was behind Apple Cinnamon Eggos’ disappearance.
We made them a (somewhat) accurate account.