A&W

A&W wanted to become a leader among QSRs in the premium burger segment by introducing a new prime rib burger – the only one in the category and a first in Canada.

While TV advertising wasn’t getting the desired result of communicating best-tasting burgers, it was building strong emotional connections. The long-running campaign was consistently rated highly for overall likeability, so Rethink set out to evolve the existing advertising platform.

The familiar A&W manager character, Allen, would still be featured, but a new character would be introduced – a fine food critic. The same tone was maintained so the spot was unmistakably A&W.

At the restaurant a similarly premium approach was used, with a focus on the high-end cut of meat. Point-of-sale elements were inspired by an upscale European butcher shop and featured a striped apron as the background pattern.

Sales during the campaign were up a strong 4%, reversing an earlier negative trend, and customer counts were up 5%. The advertising even created a following around the word “formidoubly,” which Allen uses in the TV spot, creating unprovoked Twitter buzz.

Initial ad tracking research showed 52% of respondents strongly agreeing that the Prime Rib Burger spot “suggests that A&W burgers are great tasting,” and a further 35% somewhat agreed, for an overall level never before accomplished by A&W.