A&W

Brand platform and strategy.

Timing of the campaign.
1999present.
The challenge.
Today, A&W is the second-largest quick-serve burger brand in Canada, with 700
restaurants from coast to coast. The company hired Rethink in 1999 to handle all
communications and was our very first client. Back in 99, A&W wasnt as large
or successful as it is today. And it was far from what it had been in its glory days
in the 60s. A&W had lost the following it had gained as Canadas first drive-in
hamburger chain back in 1956.
While generations of Canadians grew up visiting A&W drive-ins, the model
became less relevant in the 70s with the arrival of McDonalds. During the 80s,
the organization focused on mall food-court expansion and lost a lot of its street
presence. By the 90s, A&W was a fraction of its former size, and needed a new
strategy to survive in a crowded QSR burger marketplace.
The insight.
Working with the client, we decided to focus our efforts on baby boomers a
market virtually ignored by the other fast-food chains. This group, born between
1946 and 1964, grew up with A&W drive-ins. After extensive consumer research,
we began to truly understand the unbelievable emotional connection boomers
have with the A&W brand. We learned that the brand truly represents their youth
and the simple joys that came along with it.
We also discovered that boomers had countless firsts at A&W growing up: their
first trip to a fast-food restaurant, graduating to their first Teen Burger, going out
on their first date, driving their first car these were all very important and rich
memories.
It was clear that A&W is one of the few brands that have the right to align
themselves with these milestones in boomers lives. This insight became the basis
for an important element of our marketing strategy.

Emotional ads help bring

back warm memories
for baby boomers
and create a strong
emotional connection
to the A&W brand.

Click below to watch

the videos.
Grandpa
Date

The plan.
We developed a three-pronged approach: emotional, functional and promotional.
The emotional positioning strongly taps into boomers memories of their youth
at A&W, with the objective of creating smiles and goosebumps. The functional
positioning focuses on the simple indulgence of a great burger just like it was in
1956. The promotional positioning reflects great value for a premium product.
The challenge is to ensure all three prongs of communication meet their individual
objectives, but at the same time come across as one integrated campaign with a
consistent look and feel.
We decided to create a recurring character who would bridge all three branches
of our strategy: Allen, the loveable, well-meaning manager of a typical A&W
restaurant. In functional and promotional spots, Allen becomes the voice of
the brand, describing the product benefits in a believable, humorous way. In
the emotional spots, the focus is more on the boomers themselves, with Allen
appearing in a cameo role to link every ad back to the brand.
As part of the strategy, we touched every single point of customer contact
with the brand. We started by bringing back some of the quirky signature
products from the 60s, like the entire Burger Family including the Mama and
Papa burgers in 1999; Chubby Chicken in 2001; and Root Beer floats in 2006.
In addition, we began serving our burgers in foil bags again just like in the old
days and focused more clearly on the distinctive A&W frosted mug. Rethink
was instrumental in the restaurant redesigns, including exterior design, overall
concept, menu boards, and even the signs on the washroom doors.
Every year, we produce four or five TV spots. To supplement our TV buy, we use
direct mail coupons on a monthly basis. By concentrating our buy in just two
mediums (TV and DM), we are able to seem much larger than we are.

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Left: All communications

use the A&W Retro font
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formats are used to cut
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highlight key brand equities
such as the foil bag.


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Make it a
C ombo.

Add an A&W Root Beer and fries

to your Mama Burger.

We touch every point

of consumer contact,
including the till.

2005 A&W Trade Marks Inc.

The results.
Since 2003, sales have increased a combined 29 percent in a declining
quick-service burger market. A&W has led the category in growth, surpassing
Burger King and Wendys to become Canadas number two burger choice,
second only to McDonalds. Consumers continue to contact A&W to express
how much they love the advertising and in many cases, how it prompted the
recollection of a particularly happy time in their lives.
It is clear from research that consumers recognize all of A&Ws communications
as such, regardless of whether or not a logo is present. A&Ws clear, relevant and
appealing brand identity stands out in a category that is unclear and unfocused.
Franchisees across the country express an overwhelmingly positive reaction to all
communications and attribute a lot of their positive sales results to the marketing
efforts. Staff feedback continues to be excellent and contributes to pride in the
company across the country.

Right: This trayliner is

an example of how we
extend the emotional
TV campaign and
bring consumers rich
memories to life inside
the restaurant.

2005 A&W Trade Marks Inc.

Left: We strive to
create the most
mouth-watering POS,
bar none.

Wed love you to share your A&W memories and pictures with us. E-mail us at memories@aw.ca or write to
A&W Food Services of Canada Inc., c/o My Favourite Memory, 300-171 West Esplanade, North Vancouver, BC V7M 3K9.
(Please note that your pictures will not be returned.)
www.aw.ca