Waffle House is grabbing attention for its anti-Belgian waffle World Cup marketing campaign ahead of today's USA-Belgium game.
And now other company Twitter accounts are joining with patriotic tweets for Team USA.
US Players Get Pumped Up For Belgium Match
Waffle House, based in Norcross, Georgia, has been encouraging Americans to boycott Belgian waffles, which of course, the restaurant chain does not serve.
MoonPie, the American dessert with chocolate-covered graham crackers and marshmallow, is turning on its red, white and blue.
Bojangles restaurant chain, which touts its "famous chicken 'n biscuits" from its Charlotte, North Carolina, headquarters, says that's it's soccer "Bo-time."
Even the "Wafles & Dinges" food trucks in New York City are changing sides and giving out free ice cream for 15 minutes after every U.S. goal.
Wafeloons!! Are we gonna run out of ice cream or Belgian style wafels?? pic.twitter.com/4aaBXDPEpX— Wafels & Dinges (@waffletruck) July 1, 2014
Clydesdale horses, revving engines, an eagle and beer are thrown in a promo video for Budweiser, which is owned by Belgium's Anheuser-Busch InBev.
Coca-Cola Company is introducing a "patent-pending Cheer Cone."
Red Vines, anyone?
Coors Light asks, "How do you like them waffles?"
American grill maker Char-Broil asks which team can take the heat.
Snack brand Pringles admires passion.