Fitch Lifts Dagwood And Blondie Bumstead From Comics For A&W Restaurants Campaign

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Fitch Inc.’s first campaign for A&W Restaurants, breaking this week, stars newspaper cartoon icons Blondie and Dagwood Bumstead.
The campaign includes regional TV, radio, print, billboards and point-of-purchase materials for the Livonia, Mich.-headquartered fast-food chain, said Jim Buckley, A&W marketing director. The chain’s 450 franchisees, who operate nearly 1,000 restaurants in 46 states and 15 foreign countries, can run the spots locally as well, Buckley said.
The restaurant chain did nationwide consumer research several years ago to find a descriptor that people would respond to and connect with the A&W logo.

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