A&W: Burgers to Beat MS

A&W is a proud supporter of Multiple Sclerosis Society of Canada. Through its unique fundraising program “Burgers to Beat MS," A&W donates $2 for each of its signature Teen Burgers sold. In 2018, this campaign raised more than $1.9 million.

Top Canadian PR Agency, Strategic Objectives, promoted the fundraiser through a dynamic media relations program featuring spokesperson Christine Sinclair, Canadian Women’s National Soccer Team Captain and two-time Olympic bronze medalist.

Refresh an Established CSR Campaign

• Create excitement for “A&W Burgers to Beat MS” and celebrate the 10th annual campaign
• Generate traditional media coverage coast-to-coast within a declining local media landscape
• Position Christine Sinclair as a relevant campaign Ambassador – Christine's mom is living with MS
• Inspire Canadians to visit A&W and buy a Teen Burger on our fundraising day. Share A&W’s commitment to communities in which it operates

Battle MS... One Burger at a Time

We developed a multi-tier Social PR campaign to raise awareness of the powerful initiative:

• Organized a soccer-themed “Training Camp” launch event in Vancouver, where A&W’s Home Office is located
• Organized a multi-city restaurant tour with A&W and MS Society executives and Christine Sinclair
• Kicked-up excitement through “Team Photos with Christine Sinclair” fundraising activations at high-traffic A&W restaurants, complemented by Root Beer Float stands and soccer-themed merchandise for donations to the campaign
• Developed media-worthy public events for Christine to share her personal MS story
• Conducted national, regional and local media relations across the country