A&W

Tom Newitt, Senior Director of Marketing, Brand Communications
Julia Cutt, Manager, Media and Online Communications
Susan Dong, Manager, Brand Communications

Rethink *Lead Agency

Chris Staples, Creative Director
Bob Simpson, Creative Director
Ian Grais, Creative Director
Leia Rogers, Creative Director
Dan Culic, Account Services
Vic Bath, Art Director
Lindsay Magrane, Account Services
Darren Yada, Strategist
Sarah Vingoe, Broadcast Producer
Laura Rioux, Broadcast Producer
Chelsea Stoelting, Account Services

Vizeum Canada

Daniel Saltalamacchia, Media
Julia Vyse, Media
Ruth Murray, Media

This case describes how A&W repositioned a brand built around a nostalgic connection with Baby-Boomers, to the first fast food restaurant people feel good about eating at. This ignited the most phenomenal phase of growth in the company’s history, driven by a growing millennial segment. We will demonstrate how commitment to a consistent brand strategy changed perceptions of the brand and drove five years of same-store sales growth.