Snack-size menu offerings are now a really big deal. With ⅓ of QSR spending happening outside of traditional meal times (Numerator Insights), and 86% of Americans opting for two meals and three snacks daily instead of “three square meals a day”, this new behavior isn’t going unnoticed by major competitors.
The Technomic Snacking Occasion Consumer Trend Report shows that Fast Food Burger Restaurants are only second to Grocery Stores when it comes to where they prefer to snack. So to build awareness with our snack-size content consuming guests, we did what anyone would do — create the highest quality branded fashion line of all-time — Cheddar Weather.
From boots handcrafted in Wisconsin to studios in Brooklyn, each of the brand collaborators have a story that aligns with the A&W brand.
Staying true to the heritage of A&W, we gave old-school craftsmanship a first bump and a frosted mug of A&W root beer.
"The brand—perhaps best known for its frosty root beer and old-school dining experience—is forging a pricey new made-in-America, artist-driven path in this exploding space of branded merch."
"Varsity jackets and Thorogood boots come at designer prices as the brand seeks to own Cheddar Weather"
— T.L. Stanley, ADWEEK
This campaign is bigger than a guerilla marketing stunt. We built an entire e-commerce experience, and activated buying across A&W Restaurants’ social media channels. From @tylerposey58 (and his 6.5M followers) daydreaming of the letterman jacket to @serendipityfood proudly purchasing her own beanie, The Cheddar Weather fashion line created a fan-following, and real profits were generated 😮
Beyond the massive social sharing and conversations, the A&W Restaurants Cheddar Weather campaign continues to grow. Measured Earned-Media Value results within the first 2 weeks (data as of Sept 30, 2021), 'Cheddar Weather' generated a reach of 36,962,033 impressions for an EMV of $739,240.66
me: what if we ironically create the next hot girl summer and called it 'cheddar weather' ?— brooke (@stroznuts) September 22, 2021
david coomer: bet 🧀
anyways... ✨NEW WORK✨ lol https://t.co/rLOoShzRZU