2021 Winner

CASE SUMMARY

INSIGHT
A&W is a well-known and beloved quick service restaurant in Canada. For the past 3 years, its burgers were ranked “Canada’s Best Tasting Burger.”

In October 2019, something special happened. A Montreal tattoo artist tagged A&W on an Instagram story where it could see a tattoo of a Mama Burger with a sweet mention under it, "A&Doux". It was very flattering, but above all, unexpected. In return for this demonstration of love, A&W wanted to reward its most loyal guest and show to everyone that an attention like this doesn’t go unnoticed.

EXECUTION
Instead of discreetly thanking the tattooed person, A&W and Rethink decided to put the spotlight on this awesome act of love and created an interactive experience in which everyone could take part. The Burger Man Hunt was born.

The team launched the initiative on November 26th by placing posters and billboards all over Montreal, hired an advertising truck, wrapped the restaurants and made available a 1-888 tip line where hundreds of people gave clues to find the guy.

They also posted a picture of our billboard on A&W’s Facebook page to increase their chances of finding him. A few days later, they posted a second video featuring a few of the messages they had received on the 1-888 tip line. Following that, radio and TV hosts, journalists and local blogs talked about it and only a few days after the launch, the team found the one they called “The Burger Man”.

And since a tattoo is for life, the brand wanted to give him burgers for life. So it had Alain, the A&W manager from its TV commercials, meet the guy in a restaurant to hand him his prize.

Following that meeting, the agency created a video summarizing the whole initiative and shared it on A&W’s Facebook page.

RESULTS
The news got picked up and shared on radio and in a live morning television show. A few local blogs also talked about the initiative. In the first 48 hours, they had more than two million organic impressions and online brand mentions increased by 370%. On Facebook, the three campaign posts got an increase of 685% in engagement rate.

Credits

Creative Directors: Nicolas Quintal, Xavier Blais, Maxime Sauté
Copywriter: Vanessa Harbec
Art Director: Mathieu Lacombe
Strategic Planner: Pascal Routhier
Account Services: Catherine B. Mainville, Victor Brunton, Alex Lefebvre
Producers: Marie-Pière Poulin, Katia Dupuy
Production House: Content Content (Simon Lebrun)
Post Production: Jérémie T. Fournier / Étienne Bergeron
Tattoo Artist: Noémie La Thug