A&W TAKES A LOOK AT ITS ADVERTISING
By Adnews Staff
Vancouver-based A&W Food Services Canada believes competition is getting tougher in Canada's fast-food industry and has decided to put its account up for review after 12 years with BBDO Vancouver. "We had a look at the marketplace and competitiveness and decided it was time. We want to make sure we are getting the most for our advertising dollar," marketing and operations vice-president Graham Cook told Adnews this week. A&W is currently talking to 15 agencies in Toronto, Vancouver and Seattle. BBDO has been invited to participate. It hopes to have an agency in place by October. A&W does a lot of TV advertising in Western Canada, but doesn't use it a lot in Ontario because its presence isn't as big in the province. The fast-food retailer also uses newsprint and radio. In addition, the restaurants in Western Canada are free-standing outlets while the restaurants in Ontario are mall-based. Currently the company plans to increase the number of free-standing restaurants it has in Quebec, from 53 to up to 65 over the next two years.