Case Study: A&W's Burgers to Beat MS
- November 12, 2024
- SponsorPulse Staff
A&W exemplifies this approach through its 16 year cause marketing partnership with MS Canada. The "Burgers to Beat MS" initiative started as a local restaurant campaign focused on giving back. It has since evolved into a nationwide event that rallies Canadians around a common goal: raising awareness and funds for individuals living with multiple sclerosis (MS).
Let’s explore the history and key elements that drive the success of this remarkable initiative:
The Evolution of "Burgers to Beat MS"
What started as a grassroots local initiative has evolved into one of the strongest-performing sponsorship marketing programs measured to date. The annual event takes place on August 22nd, during which A&W donates $2 from every Teen Burger® sold to support Canadians affected by MS. This transition from local to national scale has been instrumental in fostering awareness and creating a sense of community, bringing together restaurants, customers, and key influencers for a common cause.
Strong Engagement Metrics
The impact of A&W’s partnership with MS Canada is evident through impressive engagement metrics. Over the past 12 months, more than 6.7 million Canadians have interacted with MS Canada, matching the reach of several sports teams, leagues, and major festivals. This highlights a common misconception among brands: charitable organizations can and do have a reach comparable to that of traditional sponsorships. Furthermore, more than 1 in 5 (23%) of quick service restaurant goers have engaged with MS Canada in the past 12 months, showcasing solid target efficiency for A&W.
Brand Recall and Recognition
Brand recognition is a crucial aspect of sponsorship marketing, and A&W excels in this regard. Among Canadians engaged with MS Canada, 11% can recall A&W as a sponsor unprompted—a significant achievement for any brand. When prompted, 62% of respondents can recall A&W's sponsorship, placing it in the top 10% of all sponsorships measured in SponsorPulse's database. This level of brand recognition speaks volumes about the effectiveness of the partnership and its integration into the community consciousness.
Positive Consumer Sentiment
The partnership not only excels in reach and recall but also in fostering positive consumer sentiment toward the brand. Among those aware of A&W's involvement with MS Canada, 65% are more likely to purchase A&W products due to this sponsorship. Additionally, 70% express a more favorable view of the restaurant brand. Combined, this positions the partnership among the top 10% of all sponsorships measured. These metrics demonstrate that A&W's commitment to MS Canada has resulted in tangible attitudinal and behavioral shifts among consumers.
Key Elements of Success
Let’s highlight some of the important elements that make this partnership sing.
Engaging Employees and Consumers
The structure of the program allows both A&W employees and customers to actively participate in supporting the cause, creating a sense of ownership and community around the initiative. This engagement fosters loyalty and enthusiasm among both groups.
Network Effect
A&W has effectively leveraged its network of influencers, including notable figures like Christine Sinclair and former Toronto Maple Leaf TJ Brodie, to amplify the program's visibility. These partnerships have helped raise the initiative's profile and engage a broader audience.
Long-term Commitment
A&W's nearly two-decade commitment to this partnership underscores the importance of sustained involvement in cause marketing. This long-term dedication not only enhances credibility but also demonstrates genuine concern for the cause, further strengthening the bond between the brand and its community.
Building Your Business Case for Cause Marketing
A&W’s "Burgers to Beat MS" initiative exemplifies the powerful impact of cause marketing, showcasing how strategic sponsorships can create meaningful change while enhancing brand perception. With strong engagement metrics and positive consumer sentiment, this partnership stands as a testament to the effectiveness of long-term commitments in sponsorship marketing.
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Build a business case for your partnerships today and discover how strategic collaborations can drive impact and growth for your brand. Let's connect today.
