COVID lockdowns brought new buyers to the frozen breakfasts category, lifting penetration for Kellogg’s Eggo waffles product. To maintain and grow penetration, the brand developed a strategy to support parents with young kids at chaotic morning times. Real-time analysis of Google searches and Tweets by parents was used to establish a data-led platform, the L’Eggometer tracking how pressured parents were feeling and releasing relevant social content, and free waffles, as a boost to family households. Eggo increased its penetration in 2021, compared to 2020, whilst the category declined.