The fast food industry is currently cashing in on the popularity of celebrity meals but A&W's Anti-Celebrity Meals campaign takes a radically different approach. Rather than focusing on star-studded collaboration meals, A&W is instead spotlighting the members of its real-world workforce.
Taking cues from popular orders like The Saweetie Meal at McDonald's or The Charli, created in collaboration between Dunkin' and TikTok star Charli D’Amelio, A&W assembled meals with "local celebrities." There's The Gerald Meal, for example, and The Hannah Meal, which features the meal preferences of real employees. This campaign is kicking off with four workers from Central Kentucky and franchisees will get to bring attention to local favorites with their own staff-turned-influencers thanks to marketing materials and in-store activations.
Unlike many campaigns that are focused on food, this one brings attention to hiring, which has been a challenge during the pandemic.
Employee-Curated Fast Food Meals
A&W's Anti-Celebrity Meals Spotlight Favorites from Staff
Trend Themes
1. Employee-curated Meals - Fast food chains can generate buzz and promote their workforce by offering meals curated by employees instead of celebrities.
2. Local Celebrity Marketing - Marketing campaigns that feature local employees as influencers can help promote community engagement and potentially increase sales.
3. Hiring-focused Advertising - Advertising campaigns that highlight a company's hiring practices and workforce could help attract potential employees and stand out from competitors.
Industry Implications
1. Fast Food - Fast food chains can leverage the trend of employee-curated meals to differentiate themselves from competitors and promote their workforce.
2. Marketing and Advertising - Marketing agencies can offer local celebrity marketing campaigns as a way to engage local communities and promote businesses.
3. Human Resources and Recruiting - HR firms can offer services that help companies showcase their workforce as a differentiating factor and attract potential employees.