The Belgian Waffle Co repositions National Waffle Day with a quirky pre-buzz campaign #WhatsYourDrill

Mumbai, India: The Belgian Waffle Co, India’s largest waffle brand, is gearing up for their biggest annual property, National Waffle Day. They have repositioned the day to be the 3rd Wednesday of July every year, now on. This year the celebrations is scheduled on 16th July across their 660+ stores in 220+ cities. The brand’s high-voltage pre-buzz campaign, #WhatsYourDrill, taking inspiration from the core consumer behaviour, urges the brand lovers to share their ritual for National Waffle Day. The celebration will unfold nationwide redefining the dessert scene, with a full-scale campaign that turns a simple date shift into a cultural moment.

To stir curiosity, the campaign began with a clever hoax: National Waffle Day is Cancelled! This tongue-in-cheek fake-out sent fans into a frenzy before the brand swooped in with a dramatic reveal that the celebration is not cancelled, it is just rescheduled. The announcement triggered the brand’s signature flair for immersive, quirky storytelling that keeps its community guessing and engagement.

One of the standout activations was Mission Announcement – The Gimmick, where all in-store and online orders included “classified” mission slips and 3D glasses that, when used, cleverly revealed the new date that is July 16, the 3rd Wednesday of July.

Through Post Office Mission Letter, loyal fans have been “recruited” as Waffle Lieutenants, receiving humorous briefs urging them to begin their drills and spread the word. In the digital space, influencers will take over timelines, with creators revealing how they prep for the day.

And finally, on July 16, customers can indulge in any Waff-wich or Waffle Crisps for just ₹100, available across all the stores of The Belgian Waffle Co nationwide. It’s a crispy celebration that the brand’s community eagerly anticipates each year and has been an integral part of as the brand has grown.

“As we celebrate 10 incredible years of The Belgian Waffle Co, National Waffle Day holds even greater significance for us this year. What began as a single-store idea has now become a national movement across 660+ stores, bringing smiles to millions every day. National Waffle Day is not just a day— it’s a celebration of our loyal community, our partners, and the culture we’ve built together. As India’s largest waffle brand, we remain committed to expanding access to quality desserts while staying rooted in innovation, consistency, and customer delight,” said Ankit Patel, Executive Director and CEO at The Belgian Waffle Co.

“National Waffle Day isn’t just a date on the calendar — it’s a phenomenon for our young audience. As we celebrate 10 years of The Belgian Waffle Co, we saw an opportunity to reposition this iconic event. We truly believe that every iconic day deserves its own moment, so starting 2025, National Waffle Day will be celebrated on every 3rd Wednesday of July. This change allowed us to build a playful, engaging narrative that mirrors the excitement our community brings to this day every year. It’s more than a celebration, it’s a movement,” said Vrushali Parab, Marketing Head at The Belgian Waffle Co.

With #WhatsYourDrill campaign, The Belgian Waffle Co is turning a mundane Wednesday into a movement where their fans’ plans or drills are acknowledged and celebrated. It’s a day filled with indulgence, hype, FOMO and heartfelt celebration of a dessert that’s become a household name.