It’s no surprise that when it comes to a burger, the mindset is that bigger is always better. In the 1980’s, that was especially true and when it came to price point, Americans wanted a fair exchange for their hard-earned cash. Enter the A&W ⅓ pound burger.
The same price as the comparable McDonald’s ¼ pound burger, A&W launched this new menu item in hopes of capturing some of McDonald’s customer base. Clearly bigger than their competitor’s burger, A&W began to panic, however, when the public was not only buying less of their product but also making fun of it. It was only after the campaign was in full swing did A&W realize their fatal flaw: their audience was really bad at math.
Because 3 was smaller than 4, customers just assumed that ⅓ was the smaller of the two options. Obviously the A&W burger was the larger choice for the same price but by the time they realized what was going on, it was far too late. Customers had not only formed opinions but had become polarized in their viewpoint. Though this was an entirely unprecedented and embarrassing situation, A&W launched a new PR campaign this year that put their infamous 80’s gaff in the spotlight. Enter the A&W 3/9 pound burger.
With their confidence rebuilt decades later, the company has marketed the burger as being the solution to the small ¼ pound crisis – now with a bigger-looking number. With the echos of laughter still in air all these years later however, it begs the question, is the campaign working?
Youtube: @SpiderPickle / Via Youtube.com
“Congrats, A&W. You actually earned my business with a commercial, something that almost never happens. I’ll be in for my order of cheese curds later, and maybe even a 3/9 if I’m hungry enough”
Youtube: @Mary Feryan / Via Youtube.com
“OH We LOVE THIS! Kudos to A&W marketing!!!”
Youtube: @Midnight / Via Youtube.com
“This is genius lmao kudos to whoever came up with it!”
Youtube: @Kubi Leona_VR / Via Youtube.com
“This is gold. This is how ads should be. I’m going to look for A&W near me now. In Southern California so I’m hoping there is one”
The evidence suggests this 3/9 pound burger may have hope yet. With over 525 US locations, patrons are encouraged to grab an A&W 3/9 pound burger while supplies last. But, in case there was any worry, if sold out, a 2/6 pound burger can be made at no extra charge.
Highlighting a failed marketing attempt 40 years later is no easy task but A&W seems to have broken the code. Using a combination of tact, satire and slight self-deprecation, this burger has been reborn and perhaps even instilled some faith back into customers from all those years ago.
Watch the ad here: https://www.youtube.com/watch?v=EMNqJQaf08E
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