Fans Officially Declare Their Allegiance to Long-Awaited Chicken Sandwich

A&W® Asks Fans to Officially Declare Their Allegiance to Its Long-Awaited Chicken Sandwich
The Iconic QSR Franchise Asks Fans to Swear Off Other Chicken Sandwiches, Stoking Fast-Food Rivalries on Instagram

Seven years after a viral tweet ignited a nationwide chicken sandwich frenzy dubbed the “Chicken Wars,” A&W Restaurants and its agency of record, Cornett, are turning the brand’s long-awaited debut into a loyalty test—inviting fans to officially declare their allegiance in the comment section of its rivals Instagram feeds.

The ploy begins with a buy-one-get-one-free offer on A&W’s new chicken sandwiches at participating locations, while supplies last. From there, A&W is urging fans to declare their allegiance at awallegiance.com, where they’ll be directed to paste a pledge into the comment sections of Popeyes and Chick-Fil-A’s Instagram posts.

The pledge reads: “✋I HEREBY DECLARE MY ALLEGIANCE ✋TO @AWRESTAURANTS AND ITS NEW, FAR SUPERIOR 💯CHICKEN SANDWICH 🐔 JOIN THE CAUSE AT AWALLEGIANCE.COM ✨FOR A CHANCE TO HAVE YOUR NAME IMMORTALIZED AS A CHICKEN SANDWICH HERO ✊”
After years spent perfecting the recipe, A&W is confident its newest menu offering is the best chicken sandwich around—and is ready to put that claim to the test.

“For the last seven years, chicken sandwich fans have been picking sides, and we’ve been behind-the-scenes perfecting our Crispy Chicken Sandwich recipe,” said Betsy Schmandt, CEO and President of A&W Restaurants. “We know chicken sandwich loyalties run deep, but we believe one bite will win fans over. It’s that good. We’re confident that once you try it, you’ll want to declare your loyalty to A&W.”

A&W’s new chicken sandwich lineup arrives seven years after the now-infamous “you good?” tweet sparked a feeding frenzy in fast-food drive-thrus across the country and redefined how Americans talk about chicken sandwiches.

Fans who officially declare their allegiance may be selected to have their Instagram handles proudly enshrined into the A&W Hall of Heroes digital display wall for all to see.

“A&W created a sandwich perfectly crafted to shake up long-standing chicken sandwich allegiances,” said Art Director Emilee Bowman. “Just go look at our competitors’ comment section and see for yourself.”

The new A&W Chicken Sandwich lineup is available now at participating restaurants nationwide, while supplies last. The BOGO offer runs August 17-23, upon request.