As A&W looks to connect with a younger audience, the quick-serve chain makes its debut on Snapchat.
On Aug. 25, A&W purchased a Snapchat filter as part of its annual “Burgers to Beat MS” campaign – a yearly push that sees the brand donate $1 from the sale of every ‘teen burger’ to the Multiple Sclerosis Society of Canada. (This year the campaign raised a record-breaking $1.75 million.)
The filter was a static image of a stack of burgers users could impose over photos and videos they sent on Snapchat.
Ruth Murray, account director at A&W’s media agency, Vizeum Canada, explained A&W had been looking for ways to reach the coveted 18 to 30-year-old demographic – and Snapchat could reach young eyeballs in spades.
Developing deeper connections with a young consumer base is a long-term goal for A&W, Murray said, and Snapchat provided access to that group in way that’s not intrusive.
“We’re not telling them something, we’re just being in the space they’re in,” Murray said. “[With Snapchat] you’re seamlessly with these guys as they’re communicating and sharing the message out. We’re not forcing them to watch a TV ad and telling them what they need to take out of it.”
While this is A&W’s first foray into Snapchat, the brand has long been marketing on other social platforms. For this campaign in particular, Murray said there was also a heavy emphasis on YouTube and Facebook.
In addition to social, the campaign included radio partnerships across Canada and a video featuring the chain’s popular store manager character played by Allen Lulu.
Rethink handled creative for the campaign, while Strategic Objectives led PR, Hoggan & Associates managed corporate PR and Massey Forget Langlois handled PR in Quebec.
