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Special Project

Special Project
From the 11th Annual Shorty Awards

National Fried Chicken & Waffle Day

Winner in Shoe-String Media Buying Strategy


We love Metro Diner's award-winning chicken and waffles dish and we thought more people should know about it! But how could we spread the awareness and increase sales with virtually no budget?

Strategy and Execution

First there was a National Fried Chicken Day, then there was a National Waffle Day, but there was no day to honor the two food items together. Until we made one. We've officially established August 8th as the National Fried Chicken and Waffle Day with the Florida government!

Metro Diner offered their chicken and waffles at a discounted rate to commemorate the occasion. In the meantime, we spread the word about our newly-proclaimed food holiday through organic and paid social media only. We gave away branded swag and highlighted the guests, celebrating the National Fried Chicken and Waffle Day, on our Instagram Stories. Influencers helped to make sure that the trend-worthy duo is getting the attention it deserves.


With the budget of only $3,000, the campaign was a huge success! Metro Diner sold 4,324 plates of chicken and waffles in just one day, a 377% increase from their day-to-day sales. But most importantly, we created an occasion for our guests to celebrate Metro Diner and its delicious food for years to come.


Video for National Fried Chicken & Waffle Day

Entrant Company / Organization Name

PPK, Metro Diner


Entry Credits