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Case Studies A&W
Case Studies A&W
Case Studies A&W
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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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.
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