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A&W conducts Burgers to Beat MS promotion

Restaurant chain A&W conducted a fundraising initiative in association with the Multiple Sclerosis Society of Canada on Aug. 25. Called "Burgers to Beat MS," the effort was developed by creative agency Rethink and media firm Vizeum. On that day, the company donated one dollar to the society for each Teen Burger sold. A new addition to the annual fundraiser this year was a Snapchat social media component aimed primarily at millennial-aged consumers.

"A&W invited millennial snapchatters to join the fight and to capture their moments in restaurant, adding the A&W raining burgers filter to their selfies or pictures of their Teen Burgers, and sharing the message across their network of friends and family," said Ruth Murray, account director at Vizeum Canada.

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