Quick Answer
A&W launched “Stands for What’s Good,” a brand campaign created by Rethink that uses humour and curiosity around its name to refocus the brand on burgers.
What does A&W stand for today?
The starting point for A&W’s latest campaign is a question many people have casually wondered about over the years: what do the letters “A” and “W” actually stand for? While the answer lies in the surnames of the brand’s founders, Roy Allen and Frank Wright, the campaign uses that curiosity as a gateway to something more relevant — what the brand stands for now.
Developed by creative agency Rethink, “Stands for What’s Good” reframes the conversation around identity, quality, and taste in a category crowded with competing messages.
A familiar question, turned into a brand platform
The lead 30-second film shows people enjoying A&W burgers in everyday settings — at restaurants, in cars, and at home — casually guessing what the initials might mean. Their playful interpretations inject humour, but also open the door to a more meaningful reveal.
Rather than focusing on clever wordplay alone, the campaign uses those guesses to underline A&W’s real values: juicy grass-fed beef burgers, no added hormones, and a commitment to better ingredients. The tone is confident but accessible, reinforcing the idea that the brand doesn’t need to overcomplicate what it does best.
From storytelling to statements
That positioning carries through to the campaign’s wider executions. Bold statements such as “A way better burger,” “Without added hormones,” and “Wow good beef” appear directly in the creative, making the brand’s promise unmistakable.
These lines are part of a refreshed visual identity developed with Rethink, which cleverly integrates the A&W logo into expressive headlines like “A&WWWW YEAH” and “A&WESOME BEEF.” The result is a system that feels modern, playful, and unmistakably rooted in the brand.
Super Bowl visibility and OOH impact
The campaign’s hero spot is set to air during the Super Bowl, supported by shorter 15-second and six-second versions as part of a high-impact paid media strategy. Alongside broadcast, the work extends across out-of-home, social, and digital placements, using striking burger photography and typography-led messaging to command attention in public spaces.
The OOH executions play a key role in reinforcing the campaign’s clarity — using bold, legible statements that cut through visual noise and remind consumers exactly why A&W stands out in the quick-service category.
Refocusing on burgers and taste
For A&W, the campaign represents a strategic reset. Rather than chasing trends or overextending the brand story, “Stands for What’s Good” brings the focus back to fundamentals.
As the brand has stated, the goal is simple: celebrate what people already love about A&W and remind Canadians that the chain remains a leader in taste, quality, and burger craftsmanship.
Why this campaign matters
“Stands for What’s Good” shows how a legacy brand can evolve without reinventing itself. By anchoring the work in a genuine question, grounding it in product truth, and expressing it through confident OOH and mass media, A&W delivers a campaign that feels both fresh and familiar.
In a category where messages often blur together, clarity becomes the differentiator — and A&W makes its position clear.
Summary
A&W is using a simple question to make a bigger brand statement. With “Stands for What’s Good,” the Canadian burger chain revisits the meaning behind its name to reaffirm what it represents today: great-tasting burgers made with quality ingredients. Created by Rethink.
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FAQs
What is the “Stands for What’s Good” campaign?
It’s a new brand campaign from A&W that uses the meaning behind its name to communicate what the brand represents today: quality burgers and great taste.
Who created the campaign?
The campaign was created by Rethink.
Where will the campaign run?
Across TV, including the Super Bowl, as well as out-of-home, social, and digital channels.
FAQs about this campaign
What is the “Stands for What’s Good” campaign?
It’s a new brand campaign from A&W that uses the meaning behind its name to communicate what the brand represents today: quality burgers and great taste.
Who created the campaign?
The campaign was created by Rethink.
Where will the campaign run?
Across TV, including the Super Bowl, as well as out-of-home, social, and digital channels.
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