Bt_S-v5CQAEounQ

A&W gears up for “Cruisin’ to End MS” event

Classic cars and A&W actor part of fundraising efforts for MS Society of Canada

A&W Food Services of Canada is putting a celebrity spin on its sixth annual fundraiser for the Multiple Sclerosis Society of Canada.

The store that raises the most money this year through on-going MS fundraising initiatives will get a special visit on Aug. 21 from Allen Lulu, the actor best known as the store manager in A&W commercials.

His appearance is part of the burger chain’s “Cruisin’ to End MS” event. One dollar from every Teen Burger sold across the country on Aug. 21 will go to the MS Society of Canada.

Lulu will be in character at the winning store, where he’ll help out and meet customers. His participation “helps generate excitement for our restaurants and our guests,” said Tom Newitt, senior director of marketing, brand communications at A&W.

As part of the fundraiser, more than 800 A&W restaurants across the country will host Cruisin’ to End MS events, which may include Cruisin’ the Dub classic car and hot rod gatherings, A&W Root Beer chugging contests, and visits from the Great A&W Root Bear.

In addition to buying a Teen Burger, people can also purchase $1, $2 or $5 paper cutouts, give through in-store donation mugs or make online donations.

A&W will also donate $1 to the MS Society of Canada for every RSVP to the A&W Cruisin’ to End MS event on Facebook and every tweet or retweet with the hashtag #CruisinToEndMS.

In its first five years, Cruisin’ to End MS has raised $5 million to support people living with MS and MS research in Canada. Newitt said the partnership with the MS Society of Canada was driven by A&W’s franchisees. “A lot of our franchisees give back to the community and they really wanted something that they could all get together and do,” he said.

“There’s a higher percentage of Canadians who get MS than anywhere else in the world… It’s very prevalent in Canada and you either know somebody with MS or a family members knows somebody. It seems to touch everybody in the A&W world.”

The fundraising event is being promoted through PR, social media and radio spots. Strategic Objectives is handling PR and Rethink created the radio ads.

Advertising Articles

Vancouver Opera’s street art reveals the monster in us all

Campaign aims to recruit younger audiences and raise awareness about bullying

Canadian Olympic Committee selects Cossette as AOR

Agency to lead creative communications through Rio 2016

Sunbeam partners with Canadian Cancer Society

“Supports With Warmth” campaign supports charity’s Wheels of Hope program

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

Argyle Communications opens Ottawa practice

Veteran political advisor Chris Hilton will lead the team

Who is the real ROI expert? (Column)

What you should consider when looking for the real deal

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

Lululemon gets slammed for Dalai Lama partnership

Relationship with Tibetan leader puts retailer in PR storm

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review