Waffle House Fires Shot At Belgian Waffles, Scores #WorldCup Engagement Win

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:


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.”


Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | World Cup


About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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