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04 — Eggo

More Morning

Eggo makes breakfast fast so mornings can slow down.

Integrated CampaignExperientialOOHSocialPartnershipsBook180 Spec

Copywriter — Nickolas Tsorvas
Art director — Leila Garrison

Eggo makes a warm breakfast in minutes, leaving more morning for you to enjoy.

A warm breakfast can change the way your morning feels. Most mornings just don’t leave much time to make one.

Eggo makes it simple.

Ready in minutes. Made to be savored. So there’s more time for coffee. More time for conversation. More time around the table.

Because sometimes, a few extra minutes are all you need to make more of your morning.

Eggoland

Eggoland, a bright yellow all-day breakfast café with a red-and-white striped awning, on a snowy street at dusk (view larger)

Picture Eggoland in a snowy Minnesota winter, where daylight disappears early but breakfast doesn’t. Outside, it’s coats, slush, and a dark afternoon. Inside, it’s warm light, booths, coffee, and Eggo served all day. Light panels instead of windows show an eternal summer, so whatever time guests walk in, they get a little more morning.

A smiling server in an Eggoland T-shirt carrying two plates of waffles topped with berries and cream (view larger)
Inside Eggoland: red diner booths and a counter under warm light, glowing panels that look like sunny windows, and “Eggo More Morning” on the wall (view larger)

Press concept

Mock Minnesota Star Tribune article headlined “Eggo all-day cafe comes to Minnesota,” with a photo of guests in yellow Eggoland robes at the counter (view larger)

Merch

Eggoland customers can shop limited-time merch designed to make mornings even better – including a fluffy robe, slippers, and sleep mask.

Eggoland merch: a yellow robe, blue slippers reading “More Morning,” and a red sleep mask reading “Wake me for waffles” (view larger)

OOH

We’re bringing More Morning to a city near you, with local insights inspired by how each city starts its day.

Billboard under palm trees: “More time to practice your acceptance speech,” with an award statuette made of waffle (view larger)
Los Angeles
Billboard on a stone building: “More time to filibuster over the last waffle,” with a microphone made of waffle (view larger)
Washington, DC
Rooftop billboard: “More time to layer up before kickoff,” with a bear’s head made of waffle (view larger)
Chicago

TikTok

The More Morning Minute

On Eggo’s TikTok, a recurring series asks guests what they’d do with a few extra minutes before their day starts – then gives them an Eggo breakfast and the time to actually do it.

TikTok from Eggo titled “The More Morning Minute”: a host in a yellow Eggoland robe interviews a passer-by on the street (view larger)

Partnerships

We partner with morning shows for special extended morning segments

A living-room TV showing a morning-show panel around a table of Eggo waffles, captioned “Revisiting small morning rituals people miss” (view larger)
Good Morning America
YouTube video titled “One Morning. Every Eggo.”: two hosts in yellow Eggoland robes and “Wake me for waffles” sleep masks tasting waffles (view larger)
Good Mythical Morning

NYT Games

Finish the grid. Finish your waffles. Then start the day. Eggo lets your morning game time last a little longer with a special bonus Connections game on the NYT Games app. Try it for yourself, it’s playable!

Phone showing a bonus Connections puzzle branded “Eggo More Morning,” with sixteen breakfast-themed word tiles (view larger)

Play it

Credits

Copywriter
Nickolas Tsorvas
Art director
Leila Garrison

Book180 Spec. This is spec work. Eggoland, the newspaper article, the morning-show segments and the NYT Games puzzle are proposed concepts, not things that ran, and the numbers in the mockups are not results.