A&W Brand Character has Deep “Roots”

Leap TV Campaign Brings Brand Character of Mascot to Life

A&W Leap Logo

In 2012, A&W restaurants bought themselves back from YUM Brands becoming a franchisee owned and operated business. Today, there are only 400 single brand A&W restaurants out of a system with nearly 1200 outlets.

These 400 A&W Restaurants are the “Core DNA of the Brand” and keepers of a brand torch lit 94 years ago.

Leap Marketing knew the one enduring brand icon that A&W has is “Rooty the Root Bear”. A mascot and cartoon character created to celebrate the art of making “Freshly Made Root Beer” in the restaurant. Rooty is a voracious, fun loving creature who devours freshly prepared A&W food, slurps down classic Root Beer Floats and can’t wait to consume another A&W ice cream treat.

Last year, we introduced Rooty on television as the All-American Candidate. Rooty promised to give everyone awesome A&W food at a great price. Sales last year were very good and we concluded that our satirical, playful and whimsical approach to presenting Rooty was a hit with consumers.

So this year, people needed to understand a little more about our lovable, playful Rooty the Root Bear. We decided to have some fun and used a Saturday Night Live, short theatrical sketch approach to building the TV creative. The A&W brand is all about having fun and we think this satirical approach captures that essence perfectly.

Who is Rooty? …. What does Rooty do?


Leap loves working with our clients to help them to find a way to win. When you’re looking for unique, creative marketing solution give us a call at 262-436-4080 or drop us an email at Leap Marketing.