A&W Canada begins campaign
By Derek Winkler
Fast food chain A&W Canada has begun a advertising campaign called “Who’s Your Burger Family?” The campaign, developed by Rethink, promotes the chain’s Burger Family line of menu items. It includes a television commercial that depicts a recently-licensed teenaged driver and a friend attempting to use an A&W drive-through. The 30-second ad is also running in theatres and online. New branding for the chain will be introduced later in the year, accompanied by product-focused advertising, public relations and influencer activities.
“In the past, our advertising has been very functional,” said Tom Newitt, vice-president of marketing at A&W Canada. “We’ve worked really hard to build a differentiated strength on natural, quality ingredients. Our new strategy requires us to set a high bar for emotional storytelling, and we’re using simple, human truths about relationships to guide us.”