National S'mores Day profile picture frame
The last great excuse of the summer, and the easiest one to get a whole camp to join in on.
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National S'mores Day, August 10, falls in the last weeks of camp season. Nobody needs convincing to celebrate s'mores, which makes it the easiest post your camp will make all summer.
Share one link and camp staff, counsellors, scouts, parents and alumni all put the same frame on their photo in about ten seconds. Free, no signup, and nothing on the photo they download.
How to celebrate National S'mores Day
You do not need a campfire
A gas hob works: hold the marshmallow on a metal skewer just above the flame and keep turning. Under a grill or broiler, put the graham cracker and chocolate on a tray, marshmallow on top, and watch it constantly, because it goes from golden to black in about fifteen seconds.
Change the chocolate, not the marshmallow
The usual complaint is that the chocolate never melts. A thick chunky bar will not, in the time a marshmallow stays hot. A thin bar, or squares left in the sun for ten minutes first, fixes it completely.
Toast it slower than feels right
Flames char the outside and leave the middle cold. Embers, or a few inches above the flame, give you the molten centre that makes the whole thing work. It takes two or three minutes, not twenty seconds.
Try the 1927 version
The original recipe in Tramping and Trailing with the Girl Scouts calls for two toasted marshmallows, not one, which is closer to the ratio the chocolate actually needs. It also notes that although it tastes like you want "some more", one is usually enough.
Get everyone to wear the frame
If you are doing this with a group, a shared profile frame is a way to make it a thing rather than a snack. Free, and nobody has to sign up for anything.
What National S'mores Day is
The first published s'mores recipe appeared in 1927, in a Girl Scouts handbook called Tramping and Trailing with the Girl Scouts, under the name "Some More" and credited to troop leader Loretta Scott Crew. It was written to feed sixteen scouts around a fire.
It was not the invention, though. A 1925 Memphis Commercial Appeal column reporting from a Girl Scout camp already carried the recipe, so troops were making them before anyone wrote it down. The contracted spelling we use now did not show up in print until the 1970s.
That history is the reason this day belongs to camps and scout troops more than to brands. It started around a real campfire, with real kids, and the organisations that own that story authentically are the ones whose posts land.
How organisations mark it
Close out the camp season
For most summer camps August 10 falls in the final session or just after it. A shared frame gives departing campers and counsellors something to post while the summer is still fresh, which is exactly when they are most likely to say something nice about you unprompted.
Give staff and counsellors the link first
Counsellors have the audience that matters: other counsellors, parents, and prospective families. Send them the link a day early so the frames are already up when families start posting.
Pair it with registration
Early registration for next summer usually opens in the autumn. A warm, no-ask post in August costs nothing and puts you back in the feed of every family who spent this summer with you.
Food businesses have the easiest version of this
If you sell anything remotely s'mores adjacent, this is a day with built-in search demand and no competition for the frame. Put the link on the counter with a QR code and let customers do the posting.
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Be the first
No one has run a National S'mores Day campaign yet.
Make the frame, share one link, and your supporter count starts moving today.
Create a campaignCampaign ideas
- Send the frame link to camp staff and counsellors the evening of August 9, so the frames are live first thing.
- Run a "best campfire photo" thread and ask everyone entering to wear the frame.
- Scout troops: pair it with the 1927 origin story. It is a genuinely good piece of trivia and it belongs to scouting.
- Print the campaign QR code for a camp noticeboard or a shop counter.
- Ask alumni families to post a photo from the summer they attended, framed.
- Save the campaign and run it again next August. It is the same date every year.
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Common questions
When is National S'mores Day?
August 10 every year. In 2026 it falls on a Monday.
Who actually invented s'mores?
Nobody knows for certain. The first published recipe was in a 1927 Girl Scouts handbook, credited to troop leader Loretta Scott Crew, but a 1925 newspaper column from a Girl Scout camp shows troops were already making them.
Is this free to use?
Yes. No signup, and no watermark on the photo anyone downloads. We never charge supporters.
Can we put our camp or business logo on it?
Yes. Upload your own frame design as a transparent PNG, or set your own colours in the builder.
Do campers and parents need an account?
No. They open the link, add a photo, and download. Nothing to install and nothing to join.
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Run it for your organisation
Make the frame once, share one link, and watch the supporter count move. Takes about a minute.
Create a campaign