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Special Project

Special Project
From the 15th Annual Shorty Awards

Van’s National Waffle Day

Entered in Single Post or Activation


When it comes to delicious and nutritious frozen waffles and pancakes, no one does it better than Van’s. Plus, the brand offers delicious gluten free waffles and even products fortified with plant-based protein. With something for everyone, Van’s wanted to celebrate National Waffle Day with a social promotion that would attract new Instagram followers, and out-perform our National Waffle Day promotion a year ago.

One of our key engagement strategies for 2022 was to prioritize Instagram in order to nurture follower growth and foster brand loyalty with our “Vans Fans.” Based on previous learnings, we understood that our social community was highly participatory so we set an aggressive goal of achieving an engagement rate of 7% – more than twice the industry average of 1-3%.

Strategy and Execution

Our passionate community of Van’s Fans are fueled by a creative spirit and they’re always on the go. With Van’s in their freezer, our consumers know that they can start their day on the right foot as they experience their unique wellness journey. 

They look to social media both as a creative outlet and as a way to chronicle their wellness journey, and we continuously monitor conversations, hashtags, and trends that our community participates with.

Waffles & Wellness For The Win

Intelligence gathered from our social listening showed that Van’s Fans enjoyed our waffles as a favorite post-workout snack and we used this consumer observation to inspire our custom swag promotion. Working with the brand team, we developed special edition “waffle sneakers” inspired by the brand’s colors and a fun, illustrative style that tapped into our audience’s waffle and wellness passions.

One Post For A One-Day Promotion

On National Waffle Day, our Instagram followers had a chance to win these exclusive branded kicks as well as a year’s worth of their favorite waffles. It was a one-day promotion and to enter fans had to follow Van’s and tag two friends. Our single Instagram post was boosted to consumers interested in breakfast and organic foods that were not yet following Van’s on Instagram.


Tapping into our fans’ love of waffles and wellness proved to be the perfect combination.

The promotion yielded 4x the entries versus a year ago, and achieved an incredible engagement rate of 24% – more than 3x our goal. 

Our Instagram follower growth was 10x more than our National Waffle Day giveaway in 2021. Plus, all of this success was achieved with the same investment as the previous year.

Details of results:


Entrant Company / Organization Name

Upshot, Van's Foods


Entry Credits