AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
BRAND ACTIVATIONS
Burger outlet gets smashed and squashed for new product launch
By our African Marketing Confederation News Team | 2026
Innovative launch of new smash burger sees an entire pop-up restaurant ‘smashed’ for the occasion – from glasses to seats.
If you’re a quick-service restaurant chain looking to launch your new smash burger onto the market, what do you do that’s different? How about ‘smashing’ an entire restaurant?
That’s what A&W, Canada’s second-largest hamburger chain, did recently. Along with its marketing communications agency Rethink, it debuted a ‘smashed’ and warped brick-and-mortar pop-up outlet in the city of Toronto.
The smashed and squashed interior of the pop-up restaurant. Photo: A&W
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.
AMC magazine brings news and insights to Africa’s marketers
Strategic Marketing for Africa, the publication for deep-thinking African marketing professionals, is not to be missed.
Rwanda’s hosting of F1 races ‘destination marketing at the highest level’
Rwanda’s marketing body is enthusiastic about the F1 announcement, emphasising that ‘investors and visitors follow governance, not slogans’.
Researchers examine how AI shopping could backfire on retailers
The stakes are higher as AI shifts from answering questions to taking action. A bad purchase is more serious than a bad recommendation.
Tasty Gallos targets forecourts as fuel retailers rethink their business models
Faced with declining fuel sales, forecourt operators are transforming into larger and more convenient retail destinations
F1’s return to Africa gives Rwanda a powerful nation-branding platform
Formula 1 motor racing’s return to Africa after more than three decades will give Rwanda a high-profile platform to strengthen its international image.