National Waffle Day falls on 19th July, and The Belgian Waffle Co. had already made the date synonymous with waffles.
The brief
The job was to keep that association growing, and turn the day into a moment people would actively look forward to.
The insight
By this point, 19th July didn't need an introduction. People already knew what the date meant.
So instead of spending the campaign telling everyone that National Waffle Day was coming, we decided to make the date itself the conversation.
What we did
We started by putting a fake ₹100 note into every order, with a simple message: “You know what this means, right?”
That became the first clue to 19th July. Influencers picked it up, employees took their own #EveryoneKnows stories on LinkedIn, and the conversation kept building around what was coming.
Then we took it out of the feed and into the streets, turning the same ₹100 idea into outdoor, with the date and the offer waiting for people across the city.
By 19th July, the word was out. And so were the queues.
And it worked.
