A&W kicks off "Jordy Burger" promotion

Posted on Aug 17, 2012 :: Insight on Business, Web Exclusive.
Posted by of Insight Publications

The stakes just got a little higher for the upcoming Green Bay Packers season. As part of a statewide promotion, Wisconsin A&W restaurants will be selling the newly invented “Jordy Burger” for 87 cents every Monday if the sandwich’s namesake, Packers’ wide receiver Jordy Nelson, scores a touchdown during the Sunday night game.

Green Bay Packers' wide receiver Jordy Nelson is the namesake behind A&W's "Jordy Burger," a special menu item available at Wisconsin A&W restaurants. Nelson is pictured with Rooty, A&W's mascot.

The promotion, which started with the creation of the “Jordy Burger,” is the latest addition to the extensive history between the Green Bay Packers and A&W franchises.

“A&W has always had success in partnering with Packers players on sandwiches and promotions,” says Doug Martzke, owner of seven A&W franchises in the Green Bay, De Pere and Menomonie area. Even if Nelson doesn’t score in a game, fans can still get the Jordy Burger for 99 cents after the Packers play.

The Jordy Burger combines beef, cheese, lettuce, pickles, and A&W’s signature sauce to try and capture Nelson’s love of the restaurant’s classic style.

“[Jordy] was real excited, but still kind of humbled,” Martzke says. “He’s a real down-to-earth individual, not a flashy kind of guy.”

Nelson, who was drafted by the Packers in 2008, has so far had a successful career as a wide receiver. He was a key component in winning the Super Bowl in 2010 and made a record number of touchdowns during last year’s season.

The Jordy Burger promotion, which is several months in the making, was initially a product of the A&W corporate offices and Nelson’s marketing agent. After the negotiations took place, Martzke got to meet the player in order to craft the recipe. Excitement over the new menu item was already apparent weeks before the burger’s release, which came with the start of the pregame season on Aug. 9.

“We’re getting a lot of calls,” says Martzke. “The promotion has generated a lot of excitement.”

–Laurel McKenzie