Burger outlet gets smashed and squashed for new product launch

Everything was smashed for the occasion – the trays, the glasses, the chairs, the dining areas. The chain’s mascot, a bear called Rooty, was much flatter and skinnier than usual. Even the temporary storefront had a warped look about it 

“When A&W decided to be the first quick-service restaurant [in Canada] to market with a smash burger, we wanted to create a campaign that took the concept of smashed to its literal extreme,” says Skye Deluz, Creative Director at Rethink. 

Adds Shannon McCarroll, also a creative executive at Rethink: “We wanted something clear, simple and memorable. In other words, the smashiest smashed campaign ever.” 

According to Tom Newitt, head of marketing at A&W Canada, the brand is committed driving conversation in a fun and relevant way.  

“We wanted to build on that momentum by giving an entire restaurant the ‘smash’ treatment, delivering the limited-time offer Canadians have been asking for in a completely unexpected way.” 

For the uninitiated, a smash burger is a thin beef patty cooked on a very hot griddle. The burger is smashed down, usually with a spatula, to increase browning and add to the flavour.