A&W Canada Reframes How Easy It Is to Support MS with Cheeky Burger Campaign

A&W Canada’s annual ‘Burgers to Beat MS’ fundraising campaign in support of MS Canada returns on August 20th, 2026. This year’s campaign takes a new approach that cheekily shows how easy it is to help beat MS: all you have to do is eat a Teen Burger.

The 2026 campaign spotlights the many traditional ways Canadians support and fundraise for MS —from walking, running, to biking—but hidden among the crowd is someone doing their part by eating a Teen Burger. The campaign reinforces that anyone and everyone can contribute to the fight against MS by showing up on Burgers to Beat MS Day.

“We loved the contrast of putting someone eating an A&W burger alongside marathon runners and cyclists. It drives home the idea that grabbing a Teen Burger can make just as much of a difference,” said Shannon McCarroll, copywriter and creative director at Rethink.

Through the 18-year partnership between A&W and MS Canada, over 23 million dollars have been raised to support the lives of Canadians affected by MS. The programme’s donations have significantly supported MS Canada’s mission, which includes funding critical MS research that is transforming how the world understands and treats MS, as well as support and wellness programmes that enhance the lives of Canadians affected by MS.

​Rethink led the creative effort, with the agency’s PR team overseeing public relations for the full campaign, which includes a national spokesperson partnership with PWHL hockey player and Team Canada Gold Medallist & Olympian Kristen Campbell. The campaign will be amplified through multiple touchpoints, including TV, CTV, Radio, DOOH, Paid Digital, and Social Media.