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A&W launched its own version of the celebrity meal, except instead of tapping trending stars it focused on its own workforce.

Dec 06 2021

A&W launched its own version of the celebrity meal, except instead of tapping trending stars it focused on its own workforce. From McDonald’s’ Famous Orders promotion with BTS and Saweetie to Popeyes’ Megan Thee Stallion collab, fast food restaurants have been introducing a variety of meals inspired by celebrities / influencers. Now, A&W is joining the trend, but instead of teaming up with an A-list celebrity, the brand is shining a spotlight on its own employees. Dubbed “Anti-Celebrity Meals,” the promotion puts A&W into the pop culture conversation while building hype for the Southern chain’s 500 locations—not to mention highlighting the growing need for more workers in the fast food industry. Four workers from Central Kentucky (Gerald, Hannah, Raider, and Jada) are the face of A&W’s “Anti-Celebrity Meals,” and locations throughout the chain will be designating their own “local celebrities” to showcase in marketing materials and in-store activations. The employees got their own moments in the spotlight by getting their hair / makeup done for photo shoots, with images from each running on digital channels and on social media. YPulse’s Pop Culture Redefined trend research found that 39% of young consumers say collaborating with a popular celebrity or influencer is the No.1 thing brands can do to create a cultural moment, and A&W’s version of the trend shows how brands can put their own authentic spin on pop culture moments. (Adweek)