A&W: Burgers to Beat MS
Over 100,000 Canadians are living with multiple sclerosis.
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.
Top Canadian PR Agency, Strategic Objectives, 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
The solution
Battle MS... One Burger at a Time
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Organized a soccer-themed “Training Camp” launch event in Vancouver, where A&W’s Home Office is located
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Organized a multi-city restaurant tour with A&W and MS Society executives and Christine Sinclair
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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
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Developed media-worthy public events for Christine to share her personal MS story
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Conducted national, regional and local media relations across the country
Winner of the 2019 IABC/Toronto OVATION Award for Special Events, we generated over 89.6 million branded earned media impressions, secured 260 broadcast interviews and stories, and raised $1.85 million in a single day for the MS Society of Canada.
Winner of the 2019 IABC/Toronto OVATION Award for Special Events, we generated over 89.6 million branded earned media impressions, secured 260 broadcast interviews and stories, and raised $1.85 million in a single day for the MS Society of Canada.
The results
- 89.6M branded earned media impressions
- 1.5K 1-ON-1 consumer engagements
- $1.9M raised for the MS Society
- 2 IABC/Toronto OVATION Awards Media Relations & Corporate Social Responsibility
Results
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