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.
