The Belgian Waffle Co is Offering an EXTRA FREE Waffle this Children's Day with #AlwaysAKid

& 15^th November across all their 600+ stores, the brand is all set to cater to the innocent indulgence demands with an ‘EXTRA FREE’ waffle.

The campaign concept co-created with the agency SoCheers, taps into the nostalgic sentiment of indulging, allowing consumers to escape the daily grind and reconnect with the worry-free days of childhood, prompting them to be #AlwaysAKid. The messaging resonates well with the young GenZ and Millennial target group that the brand enjoys, supported with a lucrative offer.

“We are excited to bring to life a wholesome effort to evoke nostalgia among our target audience through our Children’s Day campaign. #AlwaysAKid with The Belgian Waffle Co has worry-free indulgence at its core and celebrates non-judgemental fun, shedding the baggage of adulthood, in doing what you love the most,” says Vrushali Parab, Head of Marketing at The Belgian Waffle Co.

The campaign #AlwayAKid kickstarted with two digital video commercials (DVCs), created by PivotRoots, a Havas Company, aimed at playfully capturing the joy of indulging, ditching the baggage of adulting to let the ‘inner kid’ shine, no matter the age. While film 1 showcases corporate employees' playful, child-like competitiveness over the ‘extra’ waffle, film 2 adeptly shows how the inner kid surfaces the moment the adults think of getting their favourite waffles. The transition of adults into real kids while devouring the treat brings a surprise spin. The films end by integrating the offer callout- Adulting ko karo ditch, Buy 2 & get 1 EXTRA waff-wich.

The campaign launch was preceded by a pre-buzz that started across the brand’s 600+ stores PAN India, where every customer was given a ‘Waffle Wonderland’ doodle sheet to colour it their way, sparking creativity among customers. Everyone was also rewarded with a ‘star sticker’ on their hands, reminding them of their school days.

Taking the trip to nostalgia up a notch, the brand took an innovative approach to communicate the Children’s Day offer on some OOH in Mumbai, Delhi & Bangalore, which have been grabbing eyeballs. The creative smartly showcases a school board with a mathematical equation, where L.H.S. (Left Hand Side) of 1 + 1 equals R.H.S. (Right Hand Side) of 3, indicating that the ‘extra’ waffle is free to cater to the kid in you. The campaign is further brought to life with on-ground activation of complementary caricature activity for customers across select stores.

An interesting collaboration is done by the brand with actor Darsheel Safary, beloved for his role in Taare Zameen Par, where Safary recreated iconic scenes from the film, connecting the Children’s Day offer call-out with his famous math problem scene, 1 +1 =3. This fun collaboration taken live on Instagram has been getting a lot of positive responses from the viewers.
 
Join The Belgian Waffle Co in this fun, engaging Children’s Day special campaign of #AlwaysAKid on the 13^th, 14^th, and 15^th of November. The Offer: Buy 2 and Get 1 Free is available only in-stores.About The Belgian Waffle Co

Owned and operated by Bloombay Enterprises Pvt. Ltd., The Belgian Waffle Co is India’s leading waffle brand with 600+ stores, across 190+ cities. Founded in India in 2015, the brand is a pioneer in serving mouth-watering Belgian-style waffles in India, renowned for its delectable creations and ‘on-the-go’ consumption format of waffles. 

The brand's reputation rests on three distinctive pillars: being the pioneers of ‘The Original Waff-wich’ in India, holding the title of India's largest waffle chain with a remarkable network of 600+ stores, and proudly being 100% Veg, catering to a diverse audience of waffle enthusiasts.

For more information about the brand’s latest campaign, please visit: https://www.instagram.com/thebelgianwaffleco/