The Trump era reminded the world that education doesn’t work on all. US fast food chain, A&W, has turned that truth into a fiendishly brilliant advertising idea. It did, however, take forty years to come to fruition.
In the 1980s, the chain went head-to-head with McDonald’s whose quarter-pounder was stealing all the limelight (and burger sales). It debuted a 1/3 pounder for the same price. The idea, which A&W had thought was a winner, failed. When the chain did its research, more than half of respondents questioned why they should pay the same price for a smaller burger. The most common reasoning was that 3 is less than 4. Over the years, the story became a legend – especially when social media arrived to spread memes, conspiracy theories and humorous fails across the globe.
In 2021, A&W’s agency, Cornett, realised that an opportunity lived inside the story that had been circulating for decades. So A&W bravely owned up to its greatest failure and boldly mocked the US’ ability to do simple maths in a commercial that launched its 3/9 pounder. The agency repurposed Rooty The Root Bear, the same mascot who had introduced the 1/3 pounder, giving him the job of making a simple maths calculation (as complex as possible).
Rubbing salt into the wounds – or maybe playing on young people’s idea that their parents are stupid – the new burger’s tagline is …
The campaign is running on Facebook and Instagram, with supporting in-store materials such as table tents, window clings, branded memes and GIFs.
Credits:
Client: A&W
Senior Director of Marketing: Liz Bazner
Digital Manager: Spencer Barrett
Brand Manager: Sam Jackson
Local Store Marketing Manager: Tracey Hacker
Agency: Cornett
Executive Creative Director: Whit Hiler
Content Strategist: Coleman Larkin
Associate Creative Director: Randy Steward
Associate Art Director: Sarah Vaughan
Senior Digital Engagement Manager: Robert Baker
Junior Digital Designer: Jacob McDaniel
Junior Graphic Designer: Camille Wrigh
VP, Integrated Media Director: Chris Finnegan
Cinematography & Editing: Chris Finnegan
Assistant Camera & Lighting: Richie Wireman
CGI: Brandon Clements
VP, Director of Brand Management: Ashlee Harris
Account Coordinator: Audrey Moeglin,
Interns: Jerrod Lester, Jon Hickman & Avery Smith
