ローソンのロールケーキ食べたい directly translates into “want to eat Lawson’s roll cake”.

In this tweet, Lawson’s official account launched the campaign that among the users that follow the account and comment with the tag #ローソンのロールケーキ食べたい, one would be given a gift.

Such lucky draw is quite common on SNS. Users’ tweets cause the tag trending, achieving an advertising effect.