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Satisfying The Craving For An Authentic Veggie Burger
A substantial portion of the South Asian community in Canada follows a vegetarian diet, and finding an authentic, flavourful veggie burger has long been a challenge. Understanding this, the A&W brand created the Masala Veggie Burger made with real vegetables, Nanak paneer, and bold spices to meet the demand for a veggie-forward option that delivers on taste and tradition.
To introduce the Masala Veggie Burger, the A&W brand launched a culturally resonant campaign that connected with the community through engaging TV spots, humorous radio ads, and eye-catching digital media. The campaign showcased the burger’s spicy, authentic appeal and partnered with Cricket Canada to increase visibility and drive traffic. The Masala Veggie Burger wasn’t just another menu item—it became a celebration of South Asian flavours and a long-awaited answer to the community’s craving for a ‘proper’ veggie burger.
To introduce the Masala Veggie Burger, the A&W brand launched a culturally resonant campaign that connected with the community through engaging TV spots, humorous radio ads, and eye-catching digital media. The campaign showcased the burger’s spicy, authentic appeal and partnered with Cricket Canada to increase visibility and drive traffic. The Masala Veggie Burger wasn’t just another menu item—it became a celebration of South Asian flavours and a long-awaited answer to the community’s craving for a ‘proper’ veggie burger.
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