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To help celebrate A&W Restaurants 105th birthday, we introduced an unprecedented promotion—offering anyone 100 or older free Root Beer Floats…for life.
To help spread the word about this permanent new promotion, we partnered with famed ‘granfluencer’ Baddiewinkle and two centenarians, both of whom are WWII veterans: 104-year-old Hazel Calloway and 100-year-old Glendell Bennett.
A&W Restaurants is America’s oldest QSR and made its name as the first chain of roadside restaurants. Boomers fondly remember the “carhop era” and have strong associations with the iconic restaurant. With around 90,000 centenarians currently in the U.S., A&W Restaurants wanted to give back to those that have been with them since its very humble beginnings when founder Roy W. Allen opened his first Root Beer stand in Lodi, California, during a homecoming celebration for World War I veterans. America’s greatest—but often overlooked—generation.
We set out to celebrate those that had been with the brand since day one by focusing on their most iconic brand asset, the Root Beer Float.
To help reach both old and young audiences, we partnered with famed ‘granfluencer’ Baddiewinkle and two centenarians, both of whom are WWII veterans: 104-year-old Hazel Calloway and 100-year-old Glendell Bennett.
The unusual announcement garnered 127 earned placements, 75+ broadcast syndications,1.6 Billion earned impressions, and an estimated advertising value of $8.5 Million.
A&W’s new free floats for life for anyone over 100 policy began in June 2024, and lasts throughout eternity. To take advantage, qualified customers simply need to visit any U.S. franchise location. Identification may be required.
Today, 105 years later, A&W continues to sell the same famous Root Beer made fresh in restaurants around the world, a full menu of All-American classics like Burgers and Cheese Curds, and their iconic Root Beer Floats in frosty glass mugs. The brand also continues to support military veterans through its ongoing work with Disabled American Veterans (DAV).
