A&W Retains Cornett as AOR After Decade of Memorable Marketing and Revenue Rebound

After a 10-year partnership, America’s first franchised QSR chain, A&W Restaurants and its advertising agency of record, Cornett, are renewing their vows.

As a franchisee-owned company with more than 500 restaurants in the United States, A&W periodically evaluates all partners to ensure its operators are receiving the best support. Cornett recently participated and won A&W’s marketing RFP. 

A&W Restaurants, one of the country’s best-known and most-beloved quick-service brands, is experiencing a dramatic resurgence, which is credited to its strong leadership focused on food quality, its strong commitment to creative marketing, and championing its tenacious franchisee owners.

“One of the key reasons we chose to stay with Cornett as our advertising partner is their track record of delivering innovative and creative campaigns that really help us to stand out in a crowded marketplace,” remarked Liz Bazner, Sr. Director of Marketing for A&W Restaurants. “Cornett’s passion for our brand is palpable, and we’re thrilled to move into A&W’s second century of growth with a talent-stacked team.”

Shortly after landing the account in 2013, Cornett focused its marketing strategy on the iconography of its carhop-era past, giving the brand identity an air of hip nostalgia. The campaign reminded Boomers of what they love about the chain while engaging a new generation of young customers by transitioning into a future-forward fast-casual concept. 

A&W’s creative work has taken a humorous approach that attracted press and social-media engagement. Winning initiatives include the Chicken Tender Lovin’ Valentine’s Day gift program, which offered a sensual suite of offbeat gifts in response to the chicken sandwich wars other QSR chains were engaged in at the time. Branded tchotchkes included Tender Lovin’ Lip Balm with real A&W fryer oil and a breaded chicken-design body pillow.

Then, there was the release of the chain’s 3/9^th burger. The promotion was a flop when the burger originally went head to head with their 1/3^rd Pounder against McDonald’s Quarter Pounder in the early 1980s. Why? Because the 3 in 1/3 is smaller than the 4 in 1/4, and fraction-challenged Americans believed that this beefier burger actually contained LESS meat.

“Over the last decade, Cornett and A&W have grown so much, and we’ve done it together,” said Christy Hiler, President and Owner of Cornett. 

Source: Cornett

  AOR, Christy Hiler, Cornett, Liz Bazner