Belgian Waffle Co Gourmet Waffle and Sundae Creator Burst
Influencer MarketingPulpkey ran a burst of content from 10 food, lifestyle and Gen Z-facing creators for The Belgian Waffle Co's Gourmet Waffles and Sundae Combos, and reports 10.54M views.
Case in 60 seconds
The Belgian Waffle Co, with 600+ stores across 190+ cities, wanted its Gourmet Waffle range and summer-special Sundae Combos to stay top-of-mind in tier-1 cities, driving in-store footfall as well as brand affinity.
The campaign turns on matching creator tone to the eating occasion rather than running one message for both products, because the page treats luxury indulgence and a casual weekend craving as different moods needing different stories.
Pulpkey built the burst around mood rather than product features, pairing Gourmet Waffles with luxury dessert narratives and Sundaes with relatable slice-of-life moments, while keeping all of it storytelling-driven and aesthetic-first.
Pulpkey activated 10 food, lifestyle and Gen Z-facing creators across key cities, who made 10 pieces of content using POVs, mood meters and visual flair for Gourmet Waffles and post-work, weekend and spontaneous-craving scenes for Sundaes.
Pulpkey reports 10.54M views, 4.74M reach, 202K total likes, 215K saves, 125K shares and 705 total comments, while the page reports no in-store footfall figure, although the brief named footfall as a goal.
Strategy Breakdown
The primary strategy-learning section — interpretation, not a press-release summary.
Creative & Execution System
Partners
- Pulpkey (lead_agency)
Creator role
- bhukkadnumber1 — creator
- bombayjunktion — creator
- drinksonhouse — creator
- foodish_punekar — creator
- justdelhiing — creator
- mumbai.bucketlist — creator
- notwithoutoregano — creator
- surbhipalariaa — creator
- whatsupdilli — creator
Results & Evidence
| Metric | Value | Result type |
|---|---|---|
| Views | 10.54M views | video_views |
| Reach | 4.74M reach | reach |
| Saves | 215K saves | performance |
| Total Likes | 202K likes | performance |
| Shares | 125K shares | performance |
| Total Comments | 705 comments | performance |
| Creators | 10 creators | creators_count |
| Content Made | 10 content pieces | scope |
Why Pulpkey's strategy worked
- 1
Splitting one brand burst by product mood lets each creator brief carry a single emotional register, so a premium line and a casual line can run together rather than blurring into one generic dessert message.
- 2
A retainer relationship shortens casting and ideation because the agency already holds the brand understanding, which is what the page credits for running this burst quickly inside an ongoing influencer program.
- 3
Saves outnumbering likes, 215K against 202K, mark content kept as a reference for a later visit rather than scrolled past, which fits a footfall goal for a physical dessert chain.
Results
1.7M
Engagements
41.1M
Impressions
145%
Assets delivered
Results
$0.96
Cpa
13.4%
Vtr
$29.71
Roas