Recently I’ve been noticing an apparent uptick in “L’eggo my Eggo!” commercials on tv, after a period in which the slogan appeared but was not the focus of Eggo ads. My impression turns out to have been accurate: a 10/27/14 article in Advertising Age. “‘L’Eggo My Eggo’ Tagline Makes Comeback” explained that the slogan had indeed been sidelined for some time but was revived as the centerpiece of the ad campaign last year. The slogan has a number of things going for it: it’s familiar (it’s been around since 1972); it rhymes; it has an attractively vernacular tone to it; and the conceit embodied in it — that Eggo waffles are so delicious that no one would be willing to share one — is entertainingly hyperbolic.
To consider: the history of the food; the history of the slogan; phonological and syntactic notes on the slogan.