Kellogg Backs Eggo’s French Toaster Sticks

CHICAGO Kellogg Co. earlier this week launched a new line of frozen French Toaster Sticks under its Eggo brand with advertising from Leo Burnett.

The introduction, which will employ print, television and online ads, carries a “Toast ’em and go” theme, alluding to the product’s ease of use and portability. Television spots show a man in a French toast costume running from children. They retain the brand’s long-running tagline, “Leggo my Eggo.”

The Battle Creek, Mich., company has been expanding its product lines around the Eggo brand over the past year. In 2003, Kellogg launched an Eggo-branded syrup via a television ad depicting people in a boardroom stupefied that they had not thought of the idea sooner.

Spending on the French Toaster Sticks campaign was not disclosed. Kellogg’s spent nearly $20 million advertising Eggo products through October of last year, according to Nielsen Monitor-Plus.