Beyond expectations: How A&W found the right audiences on YouTube for its buzzy burger launch

Sarah Lilleyman / May 2019

Call it going beyond expectations. When the team at A&W first tried the Beyond Meat Burger, “it was love at first bite,” says Tom Newitt, Senior Director, Marketing & Brand Communications for A&W. They were determined to be the first to bring the tasty plant-based burger to Canada, and they wanted to do it quickly. They had a hunch that once Canadians tried the product, they’d be hooked too.

So they turned to YouTube, with the help of their agency Vizeum, to implement a full-funnel strategy to not only raise awareness of the Beyond Meat Burger’s arrival, but to encourage customers to go into the store to try it. With the help of the YouTube Masthead and a smart custom affinity audience strategy, A&W was able to get the right message to the right people, and the campaign as a whole resulted in an increase of 1.23 million store visits.

Here’s a look at how the successful product launch came together.

The new primetime: Canadian industry leaders on the future of how we watch online