Lock in a year of Digiday+ for 35% less. Ends June 5.
Ah, Belgium. The tiny sliver of land in Europe’s Low Countries region is home to just about the only nationality that it’s acceptable — encouraged, even! — to openly mock.
As such, Twitter was abuzz with cheeky anti-Belgian sentiment today in the run up to the country’s World Cup match against the U.S. team. An easy target for its historic affiliation with the Belgian waffle, the country was targeted by brands eager to cash in on some cheap pro-American fútbol sentiment.
National icon Waffle House, perhaps walking the hardest line of any brand out there today, was sure to make clear where its loyalties lie — while still shilling its baked goods.
We ready #USA #WEBELIEVETHATWEWILLWIN pic.twitter.com/Sfdg0zXyNJ
— Waffle House (@WaffleHouse) July 1, 2014
Southeastern (America!) chicken and biscuit chain Bojangles, meanwhile, doubled down on the patriotic imagery with an image that, frankly, has us craving a nice light salad.
Today is the day. Eat a biscuit. Support @ussoccer. #BeatBelgiumWithBiscuits #USAvsBEL pic.twitter.com/A8A5SnVepp — Bojangles’ (@Bojangles1977) July 1, 2014
USA watery beer stalwart Coors Light, meanwhile, did its own share of all-American waffle-bashing.
Hey Belgium, how do you like them waffles? #GoUSA #IBelieveThatWeWillWin pic.twitter.com/ywmYFKnvUR
— Coors Light (@CoorsLight) July 1, 2014
And true-blue Chobani didn’t mince its words either.
We’re gonna smother you. #GoUSA #USAvsBEL #IBelieveThatWeWillWin pic.twitter.com/2RemBk3bqa — Chobani (@Chobani) July 1, 2014
Republican Texas Sen. Ted Cruz poured on the jingoism like so much maple syrup with this winking reference to the bad old days of Congressional Freedom Fries.
Freedom Waffles for lunch anyone? #USA #1N1T #IBelieve pic.twitter.com/RlgSmPq0py
— Senator Ted Cruz (@SenTedCruz) July 1, 2014
Finally IHOP, which despite its internationalist trappings is as American as you get, shoots and scores with its sly and sublte tweet.
Pancakes for the win.
— IHOP (@IHOP) July 1, 2014
More in Marketing
Overheard at IAB Tech Lab Summit: Tim Berners-Lee on the agentic web
The father of the web urges social platforms to stop building addictive products and to embrace an agentic future that values individuals over outcomes.
OpenAI turns on cost-per-action ads inside ChatGPT
Cost-per-action (CPA) is the first real sign that the platform is now embracing performance advertising.
Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value
An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.