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.