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A&W

In 2000, A&W developed a strategy to win back its original customer base - boomers, numbering seven million strong. To do so, it reintroduced many of its drive-in classics including the Burger Family and Chubby Chicken. A new "retro" restaurant design was also phased in, reaching 90% of the system by 2004.

Focus groups with baby boomers across the country showed many had their first restaurant hamburger at A&W. Research showed this group had very vivid memories of the old A&W drive-ins. It also conjured up more personal memories of dating, music, cars and friendships. Boomers were clear, though, that their world and A&W have changed.

The goal was to create a spot firmly rooted in the present, not just an exercise in nostalgia. The agency focused on timeless elements like burgers in foil bags and root beer in mugs. The ad follows a man who has just finished restoring a Mustang as he takes his wife on a surprise trip down memory lane. The message is simple: We've all changed since the '60s, but A&W can still make you feel special. The memory cues in the commercial, from the make of car, to the music, were carefully chosen based on input from initial qualitative research. To make sure the spot complemented A&W's promotional efforts, the commercial features a cameo by "Allen," the chain's manager spokesperson.

The commercial began running in March. By June, A&W market share had reached 11.8% - a modern record. A tracking survey showed 70% aided recall for the spot. A&W's advertising appeal jumped by 6 percentage points, surpassing McDonald's for the first time. Compared to 2003, 14% more respondents said the ad made them "feel more positive about A&W." Attributes surrounding food quality and service also rose significantly.

TELEVISION

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