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A&R Restaurants is celebrating a century of memories with a brand new campaign made together with agency Cornett.
Titled "Burgers, Floats & Then Some," the marketing rollout consists of three short and hilarious spots that highlight the family fun of enjoying its classic, All-American offerings in store.
In the first spot, Barry enjoys an A&W Bacon Double Cheeseburger alongside a glass of Rootbeer Float.
However, instead of having it all to himself, his wife, who claims she "wasn't hungry," decides to snag a few of his sides for herself.
In the second spot, Monica has to herself a Double Papa Burger and a Rootbeer Float, but she is taken aback by her goofy "first ex-boyfriend" who awkwardly stuffs fries to his teeth to make her laugh.
Obviously, it doesn't work.
In the final spot, Kash also has a Double Papa Burger and a Rootbeer Float. But instead of experiencing any inconveniences, he instead enjoys his meal alongside his "biggest fan" — his dad.
The two toast their floats, as the spot ends.
The latest campaign from A&W marks a shift in its marketing strategy, with hopes of building on the momentum from the growth it experienced with Cornett in the last decade.
According to Creative Director Jonathan Spalding, the ad series was inspired by stories from A&W customers who went to the restaurant for their first date with their long-term spouse, or to spend time with their grandparents.
"It’s a special place. We wanted to capture that energy while keeping the food front and center," he adds.
With "Burgers, Floats & Then Some," the brand aims to honor its history and reestablish what sets it apart from other QSRs.
At the same time, it wants to set a new tone for the future, says A&W Restaurants VP of Marketing Liz Bazner.
Notably, the campaign is set to refresh A&W's product packaging to give its retro design a modern twist, appealing to a wider audience.
"This campaign does all of that, and then some," she concluded.
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