Stranger Things had turned Eggo into a cultural icon, but the challenge was how to excite fans without an official Netflix partnership or access to the show’s IP. So, I helped develop a campaign that leveraged Eggo’s OG status in the series, including faux “nosebleed” billboards for real towns named Hawkins, cryptic social posts, and retro Easter egg–style experiences. The work spanned digital and social, sparking massive fan engagement, driving Instagram growth, and reinforcing Eggo’s place as the ultimate Stranger Things snack.
Instagram Nosebleed Billboards
To tap into Stranger Things fandom, we created faux “nosebleed billboards” on Instagram — making it look like Eggo had placed real boards in towns named Hawkins across the country. Each one featured the Eggo logo dripping off the board, a sly nod to Eleven’s iconic nosebleeds and the brand’s role in the show.
To tap into Stranger Things fandom, we created faux “nosebleed billboards” on Instagram — making it look like Eggo had placed real boards in towns named Hawkins across the country. Each one featured the Eggo logo dripping off the board, a sly nod to Eleven’s iconic nosebleeds and the brand’s role in the show.
Easter Eggoverse
We created a trail of Easter Eggos across multiple accounts, with each surprise leading to the next — including exclusive Stranger Things/Eggo swag for a lucky few who made it all the way to the end.
We created a trail of Easter Eggos across multiple accounts, with each surprise leading to the next — including exclusive Stranger Things/Eggo swag for a lucky few who made it all the way to the end.
Hawkins Tourism Video
This one didn’t make the cut, but I helped concept and voice a fake tourism video promoting Hawkins as the ultimate destination for waffle lovers — part of a more ambitious IRL takeover idea.
This one didn’t make the cut, but I helped concept and voice a fake tourism video promoting Hawkins as the ultimate destination for waffle lovers — part of a more ambitious IRL takeover idea.
Client Eggo
Cultural Strategist/Content Lead: Dr. Marcus Collins
CD Sarah Bills, Adam BurkettAD Chelsea Robinson
CW Megan McDonald
