From her very first appearance in Stranger Things, Eleven’s love for Eggo waffles made an indelible impression. Played with magnetic charm by Millie Bobby Brown, Eleven devours Eggos with a hunger that mirrors both her physical deprivation and the emotional isolation she experiences. This quirky trait quickly became a signature of the character, giving audiences a tangible and relatable anchor amidst the supernatural chaos of Hawkins.
The brilliance of the Duffer Brothers’ choice to associate Eleven with a humble breakfast item lies in its ability to humanise her. In the middle of terrifying encounters with the Upside Down, seeing Eleven delight in a simple, crispy waffle connects viewers to her vulnerability and innocence. It transforms Eggos from a mere snack into a symbol of comfort, normalcy, and quirky charm.
Interestingly, Kellogg, the producer of Eggo waffles, had no prior involvement with the show during its first season. Yet the cultural impact was immediate. Viewers resonated with Eleven’s obsession, leading to increased consumer demand and turning a standard breakfast item into a pop-culture must-have.
How Eggos Became a Stranger Things Phenomenon
Netflix and Kellogg quickly realised the synergy between Eleven and Eggos could be leveraged for marketing magic. The connection was so clear that the company provided a vintage 1980s Eggo commercial for Netflix to use in its Super Bowl LI spot. This nostalgic nod not only evoked fond memories for older viewers who grew up with the brand but also embedded Eggos further into the fabric of Stranger Things lore.
The campaign brilliantly tapped into the cultural moment. Social media posts featuring fans enjoying Eggos, cosplay involving the snack, and clever tie-ins with show releases created a feedback loop where the series promoted the product, and the product promoted the series. Fans became evangelists, sharing memes, recipes, and snapshots of Eggo waffles adorned with toppings inspired by the show. This engagement solidified Eggos as a pop-culture icon in a way that few other product placements achieve.
By blending nostalgia, storytelling, and interactive fan participation, Stranger Things and Kellogg created a marketing model that continues to influence promotional strategies. The show transformed Eggos into an experience rather than just a product, demonstrating how narrative can drive consumer behaviour in ways that traditional advertising rarely achieves.
The effects of Eleven’s Eggo obsession extend far beyond immediate sales. Kellogg reported marked increases in demand following the show’s premiere, indicating that the series created a measurable real-world impact. The phenomenon highlights how a small, carefully crafted character detail can ripple outward, influencing consumer habits, social media trends, and cultural references.
As Stranger Things 5 approaches in November 2025, it’s anticipated that the relationship between Eleven and Eggos will continue to captivate fans and potentially inspire new marketing campaigns, limited-edition products, or nostalgic crossovers. Beyond commercial implications, Eleven’s waffles symbolize a narrative strategy that binds viewers to a character through shared experience. Eating an Eggo becomes a small act of connection with Eleven, a way for fans to participate in her world.
In the end, the success of Eleven and her beloved Eggos is a testament to the Duffer Brothers’ meticulous attention to character detail, Millie Bobby Brown’s performance, and Netflix’s ability to cultivate cultural phenomena. It demonstrates that storytelling and consumer culture can intersect in profoundly engaging ways, leaving lasting impressions on both audiences and markets alike.
The quirky love of a waffle has become a cornerstone of Stranger Things fandom, proving that even in a world filled with monsters and parallel dimensions, a simple snack can steal the show and warm the hearts of millions.
