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snapshot:
Eggo Stack-Up for Charity Challenge

Project:
Kellogg's needed to get the word out via a media stunt that there were now more Eggo waffles in every box. The company also pledged to support several local charities.

Client:
Kellogg's, Porter Novelli Public Relations

  • Concept development
  • Venue research, acquisition and relations
  • Scenic design and production
  • Vendor sourcing, contracting and management
  • Script, blocking and music development
  • On-site staffing and stage management
  • 1 custom-designed and built 8’ tall by 5’ wide working Eggo toaster
  • 40 giant foam waffles, each 4’ in diameter
  • One brave and strong stagehand to sit on his back inside the toaster to launch the foam waffles out and up toward the ceiling
  • One 30’ long backdrop depicting the NYC skyline made from 2,000 mini Eggo waffles, blueberries, bananas and other treats
  • Four 10’ tall replicas of the new Eggo boxes, complete with open flip top
  • 4 teams of kids from local charities, each competing in an obstacle course competition to catch, toss, sculpt and eat waffles
  • 4 referees in uniform to watch over the festivities

The event drew a huge crowd in Vanderbilt Hall and garnered extensive press coverage including more than 6 million print impressions and 3 million broadcast impressions. The event also raised $40,000 for various charities.

"Kudos to you for creating what was a fantastic event, for both Kellogg's & the entire PN team. It was such a pleasure to work with you & we look forward to many more future collaborations."
- Senior Account Executive, Porter Novelli.