Grass-fed Beef Chefs

Brand Activation Campaign


Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkideas.com

Ad Agency: Rethink Client: A&W Canada Director, Brand Communications & Digital Marketing: VP, Marketing: Tom Newitt Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Executive Creative Director: Morgan Tierney, Leia Rogers Creative Director: Bob Simpson, Sean O'Connor, Hans Thiessen Art Director: Jamie Gurnell, Charmaine Cheng, Liana Mascagni Writer: Hannah Prystay, Jon Mandell Producer: April Haffenden, Sarah Lee, Sarah Vingoe Editing House: Cycle Media Editor: Matthew Griffiths, Rob Doucet Editing House: Primeworks Editor: Max Parr, Stephen Shevchuk Lead Strategist: Darren Yada Strategist: Sam Masooleh Account Manager: Sonja Soubolsky, Tianna Fung, Kaitlyn Brouse Group Account Director: Chelsea Stoelting Account Director: Kennedy Crawford Amplification: Aliz Tennant, Karin Torn Media Agency: iProspect/Dentsu Aegis Network

By showing how the people who know the most about how to make the best burgers in the country refuse to use anything but Grass-Fed Beef, A&W successfully increased market share, and shifted perceptions of their brand.