Over 100,000 Canadians are living with multiple sclerosis.
A&W contributed to the fight against this difficult diagnosis by sharing what they do best: burgers.
Background
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.
The Challenge
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
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The Solution
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
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89.6M
branded earned media impressions
1.5K
1-ON-1 consumer engagements
$1.9M
raised for the MS Society
2 IABC/Toronto OVATION Awards
Media Relations & Corporate Social Responsibility
- Winner of IABC/Toronto OVATION Award 2019:
- Merit; Special Events
- 260 broadcast interviews + stories
- $1.85 million raised in 1 day for the MS Society of Canada
- We generated more than 89.6 million branded earned media impressions
- Our campaign news releases and media alerts were published with more than 835 online outlets
- Facilitated 773 one-on-one unique consumer engagements at the “Training Camp” launch event
- Coordinated over 100 media drops, which we managed remotely with on-the-ground A&W and MS Society executives, staff and volunteers
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