The initiative, The Great Eggo Waffle Off, is intended to demonstrate waffles are appropriate any time of day.
Frozen waffle brand Eggo wants customers to think of it as a day-long culinary option and is asking consumers to showcase this versatility during what it has dubbed The Great Eggo Waffle Off.
After kicking off March 4 in partnership with Breyers ice cream, Eggo is asking fans to submit recipes for breakfast, lunch, dinner, snack, or dessert on the Recipe Contest tab on its Facebook page.
Eggo will accept submissions through May 13.
In order to submit a recipe, fans must include recipe names, categories, ingredients, photos, and prep steps.
Eggo says entries will be judged on originality, taste appeal, and visual appeal. The public will vote on finalist recipes from May 27 to June 10, a rep says.
The grand prize winner will receive $5,000, two runners-up will each receive $2,500, and weekly winners will receive a year's supply of Eggo waffles.
Eggo has also provided 24 "Fun Ideas" on Facebook to help get started, which include recipes like Mini Ice Cream Sandwiches and Turkey BLTs. Eggo says these recipes are "meant to provide inspiration and ideas for participants."
As of Monday, there were about 200 submitted recipes in the Entry Gallery.
The Eggo rep says the recipes will continue to live on Eggo's Facebook page through the summer, but the brand is still deciding whether to keep them up throughout the year and/or permanently.
"With The Great Eggo Waffle Off, the brand is celebrating the creativity of waffle lovers, the versatility of the waffle, and how this morning classic can create a little together time for moms and their families," the rep says. "Although there is not a new product release, Eggo wants to show fans that our waffles reach far beyond breakfast."
Although the brand does not have a presence on any social network other than Facebook, Eggo is asking its fans to use the hashtag #EggoWaffleOff on Twitter, Pinterest, and Instagram. As of Monday, 12 tweets had included the hashtag. However, a search for said hashtag on Monday on Pinterest and Instagram yielded no results.
Eggo has 1.6 million likes on Facebook.
In addition, Eggo has named select food and parenting bloggers "Chief Waffle Officers" and has declared April 1 to 7 the "Week of Waffles." In it, Eggo says its bloggers will feature a different waffle dish each day, which will be chronicled through blogs, Facebook posts, tweets, and pins to encourage readers to submit their own recipes in the promotion. Participating bloggers will be featured on Eggo's Facebook page during the Week of Waffles.
Eggo is a Kellogg's brand.
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
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