A real diamond ring made from cremated
fish sandwiches.
fish sandwiches.
INCLUDED
Buzz and Earned Media
EVERY KISS BEGINS WITH COD
Each February, A&W Restaurants rolls out a Lent-friendly fish menu option and this year it just so happened that Lent started on Valentine’s Day. Coincidentally, cod fish (the very same cod used in A&W’s New Quarter Pound Cod Sandwich) is a known aphrodisiac.
So, we did what had to be done and turned a bunch of A&W Cod Sandwiches into ashes. Then turned those ashes into a real diamond engagement ring.
This priceless piece of jewelry was made by extracting carbon from the cremated remains of A&W Cod Sandwiches. The carbon was then placed into a machine that mimicked the heat and pressure under the Earth’s crust for several months to form an actual diamond that was then precisely cut and fitted into a custom setting.
To complete this Valentine’s Day collection, we created an entire line of jewelry made with actual ingredients from A&W’s Cod Sandwich and its iconic Root Beer Float. We invited lovebirds to make their relationship “O-Fish-ial” by entering to win a piece of this one-of-a-kind jewelry collection and to celebrate Valentine’s Day with BOGO A&W Cod Sandwiches. Very romantic.
The campaign delivered in-full, increasing A&W Restaurants loyalty program by 25,000 members. An all-time high for a single campaign push. The offer was covered across industry and consumer press including Foodbeast, Restaurant News, Chew Boom, Eat This Not That, NBC, and earned an Ad Age “Editor’s Pick.”
So, we did what had to be done and turned a bunch of A&W Cod Sandwiches into ashes. Then turned those ashes into a real diamond engagement ring.
This priceless piece of jewelry was made by extracting carbon from the cremated remains of A&W Cod Sandwiches. The carbon was then placed into a machine that mimicked the heat and pressure under the Earth’s crust for several months to form an actual diamond that was then precisely cut and fitted into a custom setting.
To complete this Valentine’s Day collection, we created an entire line of jewelry made with actual ingredients from A&W’s Cod Sandwich and its iconic Root Beer Float. We invited lovebirds to make their relationship “O-Fish-ial” by entering to win a piece of this one-of-a-kind jewelry collection and to celebrate Valentine’s Day with BOGO A&W Cod Sandwiches. Very romantic.
The campaign delivered in-full, increasing A&W Restaurants loyalty program by 25,000 members. An all-time high for a single campaign push. The offer was covered across industry and consumer press including Foodbeast, Restaurant News, Chew Boom, Eat This Not That, NBC, and earned an Ad Age “Editor’s Pick.”
