Let’s face it, most Americans’ knowledge of Belgium doesn’t extend much further than the breakfast plate.
So Waffle House was in perfect position to take advantage of today’s big FIFA World Cup game between the United States and Belgium.
And the restaurant chain didn’t waste the opportunity, firing off a funny broadside this morning:
We don’t believe in Belgium waffles
— Waffle House (@WaffleHouse) June 30, 2014
The fact that the tweet had an error — it’s Belgian Waffles, not Belgium — made the effort seem more spur of the moment, rather than a pre-baked corporate plan. The Waffle House social team acknowledged the mistake in replies on Twitter.
That the tweet didn’t draw upon ethnic stereotypes to make its point put it solidly in the safe and effective real-time marketing category.
“We support a boycott on Belgian Waffles,” a Waffle House spokesperson told TMZ, which first noticed the anti-Belgian waffle campaign. “We support America. We don’t support Belgian Waffles.”
We ready #USA #WEBELIEVETHATWEWILLWIN pic.twitter.com/Sfdg0zXyNJ
— Waffle House (@WaffleHouse) July 1, 2014