A&W Canada is returning with its annual “Burgers to Beat MS” campaign, this year positioning a Teen Burger as an easier alternative to the physical challenges often associated with fundraising for MS research.

Developed with Rethink, the campaign juxtaposes participants in charity walks, runs and bike rides with a spectator enjoying a Teen Burger on the sidelines, accompanied by the message: “Or eat a Teen Burger to beat MS.”

Images courtesy of A&W Canada

Canadians can contribute simply by ordering a Teen Burger on “Burgers to Beat MS” day on Aug. 20, with $2 from each sale going toward MS Canada. The fundraiser has raised more than $23 million for MS Canada since its inception in 2008.

“Traditionally, supporting a cause comes with the expectation of completing a physical challenge – like running a marathon or joining a walkathon,” says Shannon McCarroll, reative director and copywriter at Rethink. “We leaned into a creative narrative that driving real impact doesn’t have to be just a physical event; sometimes, supporting a cause can be as effortless as buying a Teen Burger.”

The campaign features several touchpoints, including TV, CTV, radio, DOOH, paid digital and social media and is supported by PWHL player Kristen Campbell as this year’s “Burgers To Beat MS” national spokesperson. Campbell, whose mother lived with MS for 27 years, will share her family’s story with media on the day of the event and support the campaign through static and video content on her social channels.

“The target audience is anyone in Canada who enjoys a great burger and wants to support a Canadian cause that deeply impacts their community,” McCarroll tells strategy. “With Canada having one of the highest rates of MS worldwide, the personal connection is already there. This work resonates because it honours an 18-year-old tradition while keeping the tone light and inviting.”