by Danielle Renda +)7&1IPUP VSm O 4IVUUFSTUPDL DPN BRANDABLE A&WRestaurants Rolls Out High-End Merch Collection The fast-food chain released a limited-edition collection of high-end, branded wearables as a way to draw excitement about the burger chain with a spotlight on cheese curds, a fan favorite. Branded t-shirts and ballcaps would have been expected by fans of A&W Restaurants, a 102-year-old fast-food chain known for its classic burgers and root beer floats. But the Lodi, California, company, which has some 625 U.S. locations nationwide—mainly concentrated in Texas, California and Michigan—instead released a highend collection of pricey, purposely designed, fashion-forward items, and the company plans to release new items annually. The collection was designed to highlight the brand’s cheese curds, which are made with 100-percent Wisconsin white cheddar cheese. A play on “sweater weather,” many of the Americana-esque items—which include bespoke pieces, such as a pair of size 11, Thorogood® leather work boots hand-painted by Lexington, Kentucky artist Caylie Mindlong, with the words “cheese” and “curds” painted across both steel toes and retailing for $714.99—feature cheese curds prints and/or designs, were introduced with an editorial-style photoshoot by fashion photographer Elizabeth Withers. In addition to the work boots, the collection—which follows A&W’s color scheme of brown, orange and cream—includes a custom-made brown wool letterman-style jacket featuring hand-stitched chenille patches made by Universal Lettering Co., which retails for $500, and a handmade, insulated fanny pack designed in collaboration with Brooklyn-based SAANT STUDIOS and the HENRY brand, which retails for $350. A&W has also announced that throughout the year it plans to release more economically priced items, like branded t-shirts and ball caps. A&W said in a news release that its plan with this collection is to build more of a buzz for the brand than a profit, which is why it includes products available in lower quantities and higher-end bespoke items. The collection is also thought to be an effort on A&W’s part to stand out amongst larger competitors, like McDonald’s and Burger King, and establish itself as a household name. The company has also taken to Twitter to remind customers that A&W is not only still around but focused on growth by updating its bio to read, “Yes, we’re still a thing.” MARKET SHARE Staples Canada Says, ‘Let’s Find Out,’ In Rebrand Campaign The Canadian office supply retail chain unveils the latest campaign in its rebrand to The Working And Learning Company. Staples Canada recently launched its latest campaign, “Let’s Find Out,” designed to tap into the curiosity that inspires the brand’s customer base of lifelong learners, creatives, achievers, students and entrepreneurs, and underscores its ability to help its customers as they look to grow professionally and personally. The campaign is another step in the Richmond Hills, Canada, company’s plan to rebrand to The Working and Learning Company, which will continue to unfold over the next few years. “Let’s Find Out” was developed by Rachel Abrams, the new group creative director for Jackman Reinvents, a Toronto, Ontario, business management consultant that’s worked with Staples Canada since 2019 and emphasizes the notion that Staples Canada will strive to provide solutions to its customers’ needs, from questions about the best laptop to use for remote learning to ideas on how to grow a business. “They’ve done a lot of work to | DECEMBER 2021 | 69 THINK
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