A&W Restaurants Entices Generations of Fans with "Burgers, Floats, & Then Some"

May. 16, 2024

A&W Restaurants are more than just convenient places to grab a quick bite to eat. Since 1919, they’ve been cherished community hubs where everyday moments turn into lifelong memories. This is the truth behind the QSR chain’s first national brand campaign produced in partnership with longtime agency Cornett.

"Burgers, Floats, & Then Some" celebrates both aspects of the franchisee-owned business—its iconic all-American food offerings such as all-beef burgers and Made Fresh Root Beer floats, and also the intangible joy of sharing those classic menu items with friends and family. 

The campaign represents a turning point for the beloved brand seeking to build on momentum from the growth achieved with Cornett’s help over the past 10 years. 

A&W Restaurants retained Cornett as AOR after a marketing RFP in late 2023. Now, the partners are looking to position the chain for continued success in the next decade by amplifying existing assets such as the signature A&W ampersand and its iconic burgers and root beer floats. 

Creative Director Jonathon Spalding said:

"We hear stories all the time from people who remember going to A&W for a float with their grandparents or on a first date with their long-time spouse. It’s a special place. We wanted to capture that energy while keeping the food front and center."

 

Cornett enlisted Chicago-based production company Flightless to bring three 15-second spots to life, shooting on location near A&W Restaurants’ Kentucky headquarters. 

The concept captures quirky duos making memories over meals at A&W and freezes them in time. There’s Kash, a larger than life Little Leaguer, & then his supportive dad. Baby Boomer Barry, & then his cheese curd-stealing wife. And teenage Monica, & then her first (ex) boyfriend. 

The spots will run across connected TV, Meta, and YouTube through June 16. They will be complemented by a suite of static and high-impact digital ads supported by the brand’s most significant spending in over a decade.

Refreshed packaging design that modernizes the brand’s retro roots is set to roll out with the campaign, as well.

Liz Bazner, VP of Marketing for A&W Restaurants said:

"We wanted to honor the history of A&W and reestablish all the things that set us apart from other QSRs, but we also wanted to set a fresh new tone for the future. This campaign does all of that, and then some."