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A&W: Burgers to Beat MS

A&W BTBMS_Christine Sinclair with Fans.jpg

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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.

We 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

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

The Result

89.6M

branded earned media impressions

260

broadcast interviews + stories

1.5K

one-on-one consumer engagements

$1.9M

raised for the MS Society

$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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