2025 Winner

Given that the South Asian vegetarian community faces limited fast food options, A&W created the “Masala Veggie Burger” to offer an authentic and equally flavourful alternative to meat-based menu items in Ontario. The campaign (of the same name) by Ethnicity Matters was available in both Hinglish and English. The TV and OLV spots highlighted the vegetarian’s dilemma and presented the burger’s real vegetables, Nanak paneer and spices as the solution. Ads running across print, radio, digital, social media and OOH also contributed to the campaign’s overwhelming success – including 60 million impressions – leading to stock shortages within 10 days, forcing a pause in the month-long campaign and prompting A&W to expand the burger nationwide.

Credits

Client: A&W Food Services of Canada Inc.
Amanda Wang, Director, Marketing
Karina Lukianenko, Manager, Offers & Ontario Promotions
Amy Bears, Manager, Media & Advertising

Agency: Ethnicity Matters
Bobby Sahni, Partner & Co-founder
Howard Lichtman, Partner & Co-founder
Waseem Shaikh, Group Creative Director
Cyril Kirian, Associate Creative Director (Copy)
Vibhash Shetty, Art Director
Wendy Castillo McFarlane, Managing Director, Client Services
Kate Molina, Group Account Director
Abhijeet Ray, Managing Director, Media
Aakash Patel, Sr. Media Director
Pon Lau, Sr. Production Artist
Jess Papp, Agency Producer
Jasjiv Singh, Strategist