In the 1980s, A&W tried to compete with McSomebody’s Quarter Pounder by offering a beefier 1/3 lb. burger at the same price. Since 4 is bigger than 3, math-challenged Americans assumed the 1/4 lb. option was bigger, and the whole experiment went down in history as a huge marketing fail that the internet was still buzzing about nearly 40 years later. Rather than run from the bad publicity and brutal memes, we embraced the mistake and helped A&W relaunch the campaign with a rebranded burger so massive and a message so clear that no one in their right mind could think it was smaller than a puny Quarter Pounder.