Client: A&W Restaurants
A&W Restaurants, famous for its root beer, burgers and floats since 1919, had recently been spun off from giant YUM! Brands when, in 2013, Guthrie/Mayes was engaged to help the company gain publicity for its 1,100 restaurants through National Root Beer Float Day, August 6th. Guthrie/Mayes handled all aspects of the media promotion:
- Formulated a strategy of pairing free root beer floats with donations to a national charity (Wounded Warrior Project)
- Developed a media “tool kit” for franchisees to promote National Root Beer Float Day in their home markets
- Developed and distributed a national press release
- Handled online, national print, and national broadcast media rollout