NOVUS Selected to Drive Innovative Media Strategy for A&W Restaurants

On February 23, 2026, NOVUS, an independent media planning agency, proudly announced its partnership with A&W Restaurants. This selection comes as A&W seeks to elevate its media outreach through both digital and offline channels across the United States. The objective? To effectively modernize A&W’s iconic brand while honoring its 107-year history of serving delicious food in a warm, community-focused environment.

A&W Restaurants is not just a fast-food establishment; it's a part of many communities, resonating deeply with nostalgia for its signature root beer and classic burgers. NOVUS was selected to spearhead this media campaign due to its specialized approach to engaging audiences within the local contexts of A&W locations. Their strategy focuses on connecting with the community surrounding each restaurant, thereby enhancing customer engagement and presence in the competitive quick-service landscape.

NOVUS aims to leverage a unique combination of hyper-local insights and advanced technology to curate a robust media strategy that not only captivates customers but also delivers measurable business outcomes. According to Candi Atteberry, Vice President of Integrated Client Solutions at NOVUS, there is excitement about integrating the heritage of A&W with modern media approaches. This integration is key to appealing to both long-time fans of the brand and new customers, ensuring that A&W's legacy remains relevant in today's fast-paced market.

The enthusiasm continues with Libby Morgan, CEO of NOVUS, emphasizing the importance of local storytelling. Each A&W restaurant embodies its own unique community narrative, and NOVUS plans to spotlight these stories through personalized media experiences. The agency’s strategy will involve data-driven planning and precision buying, enabling real-time optimizations that tie brand storytelling to performance metrics effectively.

As A&W Restaurants enhances its desire to be recognized as the