A&W Brand Character has Deep “Roots”

Leap TV Campaign Brings Brand Character of Mascot to Life

A&W Leap Logo

In 2012, A&W restaurants bought themselves back from YUM Brands becoming a franchisee owned and operated business. Today, there are only 400 single brand A&W restaurants out of a system with nearly 1200 outlets.

These 400 A&W Restaurants are the “Core DNA of the Brand” and keepers of a brand torch lit 94 years ago.

Leap Marketing knew the one enduring brand icon that A&W has is “Rooty the Root Bear”. A mascot and cartoon character created to celebrate the art of making “Freshly Made Root Beer” in the restaurant. Rooty is a voracious, fun loving creature who devours freshly prepared A&W food, slurps down classic Root Beer Floats and can’t wait to consume another A&W ice cream treat.

Last year, we introduced Rooty on television as the All-American Candidate. Rooty promised to give everyone awesome A&W food at a great price. Sales last year were very good and we concluded that our satirical, playful and whimsical approach to presenting Rooty was a hit with consumers.

So this year, people needed to understand a little more about our lovable, playful Rooty the Root Bear. We decided to have some fun and used a Saturday Night Live, short theatrical sketch approach to building the TV creative. The A&W brand is all about having fun and we think this satirical approach captures that essence perfectly.

Who is Rooty? …. What does Rooty do?

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Leap loves working with our clients to help them to find a way to win. When you’re looking for unique, creative marketing solution give us a call at 262-436-4080 or drop us an email at Leap Marketing.