This study uses the decriptive qualitative method and has the objective to to discover the strategy of Warung Stasiun on using Instagram to build its brand awareness. The theory used in this study is the theory about promotion, online promotion, instagram, and brand Awareness. The purpose of this study was to describe Instagram social media as a promotion by Warung Stasiun in the formation of brand awareness. This research is located in Banjarnegara. The sources of this research comes from the results of interviews from informants and documents. The results of this study indicate that in carrying out Warung Station promotions do new things in using Instagram as a means of promotion in order to form brand awareness. In addition to utilizing the features available on Instagram, locality approaches such as establishing relationships with agencies, activists of social media and local product support by Warung Stasiun are very important to be able to and facilitate the building of brand awareness.