“A great story - and a great burger!”

A&W

Spicy Piri-Piri Menu Hack

Celebrating a South Asian-inspired menu hack by putting it on the permanent menu.

Canada is one of the most multicultural countries in the world, but its fast-food restaurants don’t always reflect that.

So, we spiced things up with A&W, launching a new burger that told the story of how a menu hack became the brand’s first consumer-driven innovation. 

A popular menu hack, predominantly among the South Asian community, pairs together a distinctive piri-piri sauce, lettuce, tomato, red onion, and a hash brown potato patty in a delicious burger, widely dubbed “a Canadian thing.”

Results & Recognition

  • 241M

    Earned Impressions

  • 519

    Earned Placements

  • 2.4%

    Guest Count Increase

  • 7.2%

    Sales Increase

  • Most successful earned media campaign in brand history

  • A store visit and shout-out from Prime Minister Justin Trudeau

Effie Awards logo
Three A&W Spicy Piri-Piri burgers are arranged on an orange surface, with one elevated in the center. Each burger contains lettuce, tomato, and crispy fillings, one each with seasoned breaded chicken breast, a beef patty and crispy hash brown potato patty. Two red chillis are placed in front.
Former Prime Minister Justin Trudeau of Canada wears a dark coat and shakes hands with a female A&W franchise operator across the counter, smiling. The scene is warm and welcoming.

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