The peddle pub is a piece of modern kitsch associated with work outings and tourists that those who see them are at best slightly annoyed by or, at worst, completely loath.

But what if, and I think you know where I’m going with this, instead of beer it was burgers from A&W.

It will go like this: in the downtown of a major Canadian city, there will be an A&W-branded peddle pub populated by a group of loud, obnoxious peddlers. They’ll be exhibiting the type of behaviour that, at first glance from onlookers, will seem like a group of rowdiest, most drunk party people on a peddle pub you’ve ever seen.

However, instead of beers, they’re slinging back burgers.

Teen Burgers, Baby Burgers, Mama, Papa, Grandpa — the entire family.

And who’s at the wheel? Well famous A&W spokesperson Allen Lulu, of course.

This is all to try to produce a viral moment, with natural engagement and reactions from onlookers and local media, taking inspiration from the Wendy’s TTC French Toast viral moment.

A&W is a company whose ads are synonymous with real reactions. Think of the testimonial ads where they include real reactions by real hungry Canadians. The Burger Peddle Pub takes that one step further.

Once all the viral traction is wrung out, this can then be retrofitted into a TV commercial spot for those who didn’t see it online or in person. What’s better than the natural reactions of disbelief and confusion from onlookers at the spectacle?

Copywriter: Tristan Wheeler