Multiple Sclerosis Society of Canada

Multiple Sclerosis Society of Canada
A&W Food Services of Canada Inc.

A&W Food Services of Canada Inc.

August 24, 2009 15:27 ET

A&W Goes Cruisin' With the MS Society of Canada

$1 from every Teen Burger to benefit the MS Society on August 27

TORONTO, ONTARIO--(Marketwire - Aug. 24, 2009) - The Multiple Sclerosis Society of Canada announced today a nationwide promotional partnership with iconic Canadian hamburger franchise A&W. On August 27, all 700 A&W stores from coast-to-coast will donate $1 from the sale of every Teen Burger sold to the MS Society.

"A&W has a deep tradition of promoting togetherness with family, a tremendous entrepreneurial spirit, and a history of giving back to the community," says Yves Savoie, president and CEO of the MS Society of Canada. "We are proud to have the A&W family and their loyal customers as partners in the movement to end MS."

The Cruisin' for a Cause event is A&W's biggest joint partnership with a non-profit since its inception in 1956. In addition to the Teen Burger promotion, donations to the MS Society will be collected in coin boxes and from the sale of paper cutouts that will be displayed at the till in the weeks leading up to August 27.

"Our franchisees and employees are extremely proud to be associated with the Multiple Sclerosis Society of Canada, and excited to host "Cruisin' for a Cause" at restaurants across the country. Multiple Sclerosis affects tens of thousands of Canadian families and the Society's world-leading research and support is critically important," says Paul Hollands, president and CEO of A&W Food Services of Canada Inc.

The Cruisin' for a Cause promotion draws on A&W's unique history with Canadians who have grown-up over the last 50 years hanging out with their friends while admiring classic cars in the parking lot or enjoying a meal with their kids eating Teen Burgers in the back seat of the family sedan. The evening ritual became known as "cruising the dub" as in "cruising A and W."

A&W restaurants around the country will create an opportunity for customers to contribute to a worthy cause while enjoying a fun, nostalgic event featuring:

- Classic cars and hot rods on display

- Oldies music inside and outside restaurant locations

- Hula hoop contests

- A&W Root Beer chugging competitions and car hop service

In Quebec, the event is known as Journee Retro A&W and will have its own unique feel. The nostalgic theme will come alive with car hops delivering food and a 50's and 60's retro look for restaurants.

Proceeds from the event will fund research to end multiple sclerosis as well as services for people impacted by MS today. To learn more about multiple sclerosis, make a donation or to volunteer, please visit www.mssociety.ca or www.endMS.ca.

To find an A&W location near you, visit www.aw.ca.

About multiple sclerosis and the Multiple Sclerosis Society of Canada

Multiple sclerosis is a chronic, often disabling disease of the brain and spinal cord. It is the most common neurological disease of young adults in Canada. Most people with MS are diagnosed between the ages of 15 and 40, and the unpredictable effects of MS last for the rest of their lives. The MS Society provides services to people with MS and their families and funds research to find the cause and cure for this disease. Please visit www.mssociety.ca or call 1-800-268-7582 to make a donation or for more information.

About A&W

A&W Food Services of Canada Inc. is 100 per cent Canadian owned and is one of the strongest brand names in the Canadian foodservice industry. A&W is the nation's second largest hamburger restaurant company with 700 locations coast-to-coast. A&W Restaurants feature famous trade-marked menu items such as The Burger Family®, Chubby Chicken®, and A&W Root Beer®. For more information, please visit www.aw.ca.

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