In the 1980s, A&W tried to compete with the immensely popular McDonald's Quarter Pounder by offering a bigger, juicier 1/3 pound burger at the same price. Unfortunately, Americans aren't so great at math. Confused consumers wrongly assumed that 1/4 was bigger than 1/3 (you know, because 4 is bigger than 3) and the whole experiment went down in history as a huge marketing fail.
A&W spent every waking moment since this embarrassing fiasco crunching the numbers, employing a team of top mathematicians and creative thinkers in an attempt to bounce back with a burger rebrand that refused to appeal to the lowest common denominator.
And they did it!
Forget everything you know about fractions and wrap your beautiful mind and watering mouth around the whopping A&W 3/9 lb. Burger.
It’s bigger, genius.
Case Study Video
Campaign Video
Social
We’re making up for our worst “marketing fail” ever with a groundbreaking new menu item. Forget everything you know about fractions and wrap your beautiful mind and watering mouth around the A&W 3/9 lb. Burger. It’s bigger, genius. 🍔⚖️ pic.twitter.com/xaeeZj7z60
— A&W Restaurants (@awrestaurants) October 19, 2021
🍔 https://t.co/7yxnmNQkTG 🍔 pic.twitter.com/zuKv7I8oU8
— A&W Restaurants (@awrestaurants) November 2, 2021
The 3/9 lb. Burger: Rooty's best idea yet.
— A&W Restaurants (@awrestaurants) October 21, 2021
🍔 https://t.co/7yxnmNQkTG 🍔 pic.twitter.com/KPPRc8JB7o
Response
"Congrats, A&W. You actually earned my business with a commercial, something that almost never happens. I'll be in for my order of cheese curds later, and maybe even a 3/9 if I'm hungry enough. 👍"
-Spider Pickle
"Love this! It's not like I really need an excuse to get A&W, but I'm excited to see the 1/3 lb. burger marketing getting a second chance. Good to see Rooty roo! We need more Rooty! See ya soon!"
-RENEG4DE 4NGEL
"This is just pure fucking GENUIS!!! I love it!! I will be using my @waze app to find the nearest one and round up 23 of my family members to go!!!"
-@swnsasy
"We're a fan of this plan 🍔"
-@waze in response to @swnsasy
"Thanks for giving me a great way to open my 7th grade math class in equivalent fractions!!"
-reneeswitte
"WOW! That sounds huge! I'm heading to lola to get one of these monsters before they're all gone. 😀 👍"
-Michael Jennings
"This is gold. This is how ads should be. I'm going to look for aw near me now. In Southern California so I'm hoping there is one"
-Kubi Leona_VR
"Who knew Rooty was such a talented mathematician! What a breakthrough! I can't wait to get my hands on a 3/9ths burger 😋 🍔"
-ryanmellstrom
"I mean. I bet you never thought a fast food restaurant would call you out for being stupid lmao"
-common sense. 101
"This is genius lmao kudos to whoever came up with it!"
-Midnight
"I am now a customer for life."
-Craig Stahl
"A&W is under-rated AF"
-Chill Beats and Vibez
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