The Belgian Waffle Co has launched its latest campaign, ‘Hunt for the Coolest Fans‘ with Gen Z Star Palak Tiwari. Known for her vibrant personality, Palak perfectly embodies the spirit of the campaign. Her widespread appeal among Gen Z audiences makes her an ideal choice to inspire participants to unleash their creativity while relishing their favorite waffles from one of the leading waffle brands in the country.
The concept of the campaign – which is a celebration of individuality and the love for exquisite waffle experiences – revolves around capturing the essence of enjoying delicious waffles in a fun and creative way. The brand, which is making the hashtag #MyWaffleMove popular, has also some cool prizes up for grabs, including an iPhone 15, Bose Headphones, Boat Smartwatches, and 1000+ vouchers from the Belgian Waffle Co.
“We are excited to have Palak Tiwari to represent all our cool fans. Her energy and enthusiasm align perfectly with the spirit of the campaign and we firmly believe she will inspire our participants to bring their best moves forward for the contest,” says Vrushali Parab, Head of Marketing at The Belgian Waffle Co.
In a playful video, Palak is spotted indulging in a Triple Chocolate Waff-Wich at the brand’s flagship store at Chowpatty, Mumbai. She showcases her unique ‘Waffle Move’, combining the joy of devouring the treat with some fun dance moves. Palak, a true waffle aficionado, extends a lively invitation to all her fans, encouraging them to join the excitement of the #MyWaffleMove contest.
Pre-Campaign Buzz
The Belgian Waffle Co. has created a lot of traction in the pre-buzz phase by releasing ‘leaked employee footage’ and also through memes and fun content. They have also collaborated with various influencers across different sectors like lifestyle, food & entertainment to keep excitement levels high amongst its target audience.
The campaign will further see social media collaborations with brands like Boat, Swiggy, and other on-ground activations to enhance campaign reach further.
Brand History
Owned and operated by Bloombay Enterprises Pvt Ltd., The Belgian Waffle Co was founded in India in 2015. It has since bloomed into the largest waffle brand in the country, with over 500 stores across 180+ cities.
Driven by innovation and an intuitive understanding of consumer preferences, the brand has always embraced modern trends and digital marketing, effortlessly connecting with a new generation of food enthusiasts, particularly the vibrant and tech-savvy GenZ audience.
The brand has been making a mark and receiving quite a few accolades since its inception, with recent awards to its kitty including prestigious India Food Forum’s ‘Most Admired Retailer of the Year‘, ET ‘QSR chain of the year’, ET DigiPlus ‘Best Digital Campaign targeting Millennials’ to name a few.
