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Eggo taps into Stranger Things hype with surprise waffle truck and episode ‘pairing’

Eggo Waffles have become synonymous with Stranger Things' protagonist Eleven. The Kellogg's waffle brand has become a staple of Halloween costumes and one YouTuber even remade the show's opening scene entirely out of waffles.

During the show's first season, Eleven's first food in the outside world was waffles. Later in the season, the character stole boxes of Eggo waffles from a store. The brand also featured as the opening to the show's season two trailer.

Eggo was thrust into the spotlight in the first season of Stranger Things
Eggo was thrust into the spotlight in the first season of Stranger Things

Tapping into this hype, Eggo made a surprise appearance at the Season 2 premiere of the Netflix original series with an 80s-themed waffle truck.

To keep Eggo top of mind for viewers of the highly popular show, the waffle brand has also released a nine-course menu so viewers can pair an Eggo recipe with each episode of Season 2. 

The brand has created downloadable DIY sheets for Halloween goers to complete their Eleven look with an Eggo box.

Finally, the brand has developed a spoiler blocker which is available to download on Google Chrome.

Stranger Things is one of Netflix’s most marketable original shows, and the return of season two has seen a number of brands release activations to tap into the popularity of the show. Activity includes some special Ghostbusters trainers from Reebok; a shrine for Barb in Topshop's London Oxford Street flagship; character playlists on Spotify; a World Lens on Snapchat that transports users to the 'Upside Down'; a tube takeover at Oxford Street and many more. To see some of the most interesting activations, visit our Stranger Things breakdown.

Featured by The Drum