What it is
Maslenitsa, or Pancake Week, is a Russian and Eastern Slavic folk festival of seeing off winter. It is held in the week before Orthodox Great Lent, so its date moves with Orthodox Easter. The week is known for pancakes, which are usually linked to the round, sun-like shape, and ends with Forgiveness Sunday, when people ask each other for forgiveness.
Today it is a food and community moment: cafés, bakeries and local organisers use it for pancake menus, family events and street festivities.
Symbols: Pancakes with sour cream, jam, caviar or honey, the samovar, a straw effigy of winter, folk games and snow slides
Emoji: 🥞 ☀️ 🫖 🍯 ❄️ 🔥
Colours: Golden yellow, warm red, cream
Hashtags: #Масленица #Maslenitsa #PancakeWeek #Блины #ПроводыЗимы
What to aim for
- Sales: build a pancake menu or set around one friendly, easy-to-order product
- Engagement: daily recipes or a pancake-of-the-day question keep people coming back all week
- Community: be part of local festivities and bring in families
Post ideas by format
Post
- “Pancake of the day” announced every morning for the week, with one line about the filling
- A forgiveness note on the last Sunday: a sincere thank-you and apology for a small thing that went wrong this year
Carousel
- “Seven pancakes for seven days”: one filling per slide, final slide with the menu and opening hours
- A step-by-step guide to thin pancakes with holes, one step per slide
Reel / short video
- Hook: “The perfect first pancake.” Show the flip of a pancake in slow motion, ending on a stack
- A fast cut of the whole kitchen making pancakes, with a timer in the corner
Stories
- A poll: “Sweet or savoury?” with a button to the menu
- A question sticker: “Your family’s secret filling?” and reshare the best answers
Ready-made post examples
Layouts we wrote as examples. Replace the details with your own business before you publish.
Maslenitsa week has started, and our kitchen is full of the smell of fresh pancakes. Every morning we will show you a new pancake of the day: sweet, savoury, light or filling. Come with family or friends, order a tea from the samovar and tell us in the comments which filling you want on tomorrow's menu.
On Forgiveness Sunday we want to say thank you to everyone who visited us this year and ask forgiveness for the mistakes we made: a late delivery, a forgotten order, a missing item. We are grateful for your patience. If something went wrong for you, write to us and we will fix it. Warm wishes to you and your family.
Everything for a home Maslenitsa is in the catalogue: pans, flipping spatulas, jars for jam and honey, and a pretty set for the table. Open the catalogue from the menu button, choose what you need and we will pack it for you. If you tell us how many guests you expect, we will suggest a set that fits the table.
Meme and trend formats that fit
- Expectation vs reality. Two panels: the golden, perfectly round pancake you imagine and the first one that always breaks. Add a caption that the first pancake is for practice.
- Which pancake are you?. A short quiz or POV in Stories matching your followers’ mood to a filling. Finish with a button to the menu or order.
What to avoid
- Do not mock the religious meaning of the week: it leads into Great Lent, so keep jokes about food and fun, not faith
- Do not run a “forgive us” promo that feels like a discount for real mistakes; be sincere or skip it
- Avoid clichés with burning effigy photos unless they are from a real local event you attended
When to post
- Announce the menu a week before and book family tables early; the weekend before Forgiveness Sunday is the busiest
- Publish the pancake of the day every morning during the week
- On Forgiveness Sunday, post the thank-you and apology note; the day after, show photos of the week and thank guests
What to check afterwards
- Orders of the pancake of the day and the set, compared to a normal week
- Saves of the recipe carousel and replies on the filling question
- Bookings for weekend family tables
Add one line about your business: the free generator gives three captions with hashtags for the network you choose. No sign-up.