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

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

Vizeum Canada

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

This case describes how a marketing campaign created awareness, excitement and the highest sales in the restaurant’s 50-year history, all on the heels of the launch of a veggie burger—a burger type that had previously failed to gain any interest with consumers and for years been amongst the lowest selling products within burger QSR.