A&W Burgers to Beat MS 2023
Corporate Social Responsibility Media Relations Social Media and Influencer Marketing
Every day, an average of 12 Canadians are diagnosed with Multiple Sclerosis.
A&W is a proud, long-standing supporter of Multiple Sclerosis Canada. Its unique fundraising program, “Burgers to Beat MS Day” has raised more than $20 million to fund MS research and support services. To expand the program Strategic Objectives partnered with A&W on a dynamic integrated campaign featuring Toronto Maple Leafs defenseman T.J. Brodie and his wife, Amber, who lives with MS.
The challenge
New Faces for an Established CSR Campaign
To inspire Canadians to participate in Burgers to Beat MS Day, SO created a media and influencer relations program to make news for A&W Burgers to Beat MS Day and its new spokespeople, T.J. and Amber Brodie.
The solution
A Fresh Take on Burgers to Beat MS
Our integrated social media and media relations program was created to generate excitement for Burgers to Beat MS Day, amplify awareness and drive consumer participation.
- Developed National Media Materials including an announcement news release, broadcast chatter sheet, national media alert and post-campaign results release
- Executed a national media relations program through targeted pitches and unique angles for news, business, charitable, sports, lifestyle, food and community outlets to spread awareness
- Developed a franchisee kit and interview handbook, including key messages and best practices to arm franchisees with knowledge to secure and participate in community-focused interviews
- Coordinated high-profile virtual, in-studio and on-location interviews with T.J. and Amber Brodie, A&W CEO, Susan Senecal, and MS Canada President, Pamela Valentine, across regional and national broadcast, online and print outlets. Each participant was provided with key Messages, a media training session and interview briefing calls to ensure smooth and impactful interviews
- Coordinated virtual, in-studio and on location interviews with A&W, MS Canada and MS Canada community reps on Burgers to Beat MS Day in 10 regional markets.
- Secured 36 in-kind partnerships with lifestyle, sports and foodie influencers to promote BTBMS day on their social channels in exchange for an A&W gift card
The results
Making a Difference—One Teen Burger at a Time
- 94.9 million earned media impressions
- More than 3.5 hours of broadcast coverage
- 154 Social Media Posts
- $1.6M raised for MS Canada
Results
Does your brand need help cutting through the clutter? Are you looking for fresh thinking and modern storytelling that gets results?
Please contact us to collaborate on award-winning campaigns. We can’t wait to get started!
