A&W gets awkward in new campaign

Spots for Chicken Buddy Burger appeal to young YouTube viewers

A&W is aiming to reach younger consumers with new online spots that don’t say much at all.

The ads promote the fast-food chain’s Chicken Buddy Burger, the newest addition to A&W’s value menu, and feature the well-known A&W manager character, Allen.

In one spot, “Not Much Else to Say,” Allen explains that all A&W chicken is raised without the use of antibiotics, even the new Chicken Buddy Burger, and “there’s nothing else to say.” What follows is a 20-second awkward silence, with Allen staring at the camera and looking at his burger.

“Staring Contest” takes a similar approach, with Allen telling viewers they can skip the ad now “or we can have a staring contest.”

Tom Newitt, A&W’s senior director of marketing, brand communications, said the goal of all A&W advertising is to share the company’s “ingredients guarantee” story with Canadians.

“We’ve had great success with our television advertising, and we wanted to leverage this success on YouTube, where we can reach younger Canadians more easily,” said Newitt. The online spots “have a consistent look and feel with our TV ads, but were created specifically for YouTube’s unique skippable ad format.”

Newitt added that Canadians know Allen from A&W’s TV ads, and he has a very loyal following. “While we felt it was important to create online advertising that was consistent with our TV ads, we also knew that Canadians have very different expectations for content they see from brands online,” he said. “For YouTube, we wanted to create simple spots that were entertaining to watch.”

The campaign also includes in-restaurant creative, television and social media. Rethink developed the creative, Vizeum is handling media buying and Strategic Objectives is handling PR.

 

Add a comment

You must be to comment.

Create a Commenting Account

Advertising Articles

Ads You Must See: We all scream for Snickers

Snickers gets clever about online anger and unleashes a deafening scream

PepsiCo and InterCon Hotels execs embrace ‘The Many’

C2 Montréal invites brands to discuss how they're putting consumers in charge

Wonderbra pushes modern look in new campaign

77-year-old brand aims to attract new consumers with fresh imagery

On The Move: Hires at Ketchum, Shikatani Lacroix, Embr

A weekly update of who's headed where in Canadian marketing and communications

How Google’s ‘agency for agencies’ tells brand stories

The managing director for The Zoo opens up at C2 Montréal

CBC unveils 2016-2017 broadcast and digital lineups

Public broadcaster adds an animated series, a daytime talk show and more

Floating hospital campaigns for support

Mercy Ships Canada launches its first-ever agency-led awareness and fundraising effort

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Shinola’s expansion into Canada gets a PR boost

Detroit-based manufacturer looks to settle in Toronto with help from ASC Public Relations