Dive Brief:

• Kellanova brand Eggo has partnered with HomeToGo.com to list an Eggo House of Pancakes on the vacation rental site, according to a press release.
• Beginning Feb. 28, or National Pancake Day, consumers can book one of four different three-night stays at the rental house, which looks like a stack of pancakes. Other features include a chimney in the shape of a stick of butter and a freezer stocked with Eggo pancakes.
• The property is located in Gatlinburg, Tennessee, which the release says is the “pancake capital of the South.” The effort is an example of how the brand known best for waffles is trying to raise awareness of its pancake offering. 

Dive Insight:

While Eggo is well-known for its waffles, it also owns a variety of other breakfast foods, including pancakes and French toast. The rental house gives the brand a way to tie itself more closely to pancakes, which is reflected in the house decor and add-ons like a roasting pit overlooking the Smoky Mountains where guests can roast mini-pancakes. The tie-up with HomeToGo.com could provide valuable insights into potential new customers for the brand. 

“Eggo and waffles are an iconic combination, so much so that fans might forget about our pancakes,” said Joe Beauprez, senior director of marketing for frozen foods at Kellanova, in a statement. “That’s why we’re flipping our focus with this unexpected experience that celebrates Eggo pancakes as a breakfast go-to that’s equally good at making parents’ lives easier and making breakfast delicious.”

The effort arrives as the market for frozen breakfast foods is growing, with convenience and healthy options in high demand, according to recent research from Verified Market Reports. Eggo’s parent company Kellanova, which also markets Cheez-It and Pringles, is pursuing growth by leveraging artificial intelligence, direct-to-consumer sales based on personalized marketing and enhanced data analytics, among other strategies.

As families look to get out of the house after the pandemic, many brands have turned to rental properties to capitalize on the renewed travel boom. For example, Pabst Blue Ribbon previously partnered with a roadside motel to create ‘80s-themed rooms.