Video Strategy: A&W + Beyond Meat

A combination of affinity audiences and video sequencing allowed A&W to find its audience.

In Canada, the launch of the Beyond Meat vegetable patty has made a big splash and continues to attract customers to A&W.

The introduction of this product in its restaurants has positioned A&W in the market as a fast-food chain that truly cares about the environment and the food preferences of its customers.

With this positioning in mind, the chain’s marketing team launched its video campaign, in particular on YouTube.

In an article in Think With Google, we discover the approach at the message level, but also part of their YouTube video strategy.

Audience targeting focused on two main vectors:

  1. Green-living enthusiasts
  2. Fast-food lovers

These 2 affinity audiences were targeted by tailored messages (A&W had placed its food truck and offered samples in different environmental festivals, and also in festivals more suitable for fast food), then retargeted by a shorter (6 seconds), more direct message, inviting people to visit a restaurant.

The article and accompanying video provide some additional details on the A&W Canada marketing team’s approach and strategy, but what we can learn from it is how they were able to create messages and creative solutions tailored to the targeted audience, without overspending on production. It is the targeting and insights of the target audience that are at the heart of the success of such a campaign.

If you want to explore the potential of your audience and the video strategy that your brand could have, contact us and schedule a free consultation with our experts at Toast today.

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