A&W, a burger chain, wanted to compete with McDonald's's 1/4 pounder.

Their idea? 1/3 pounder.

Naturally, 1/3 lb of beef is bigger than 1/4 lb of beef.

So you think...

The campaign FAILED.

Through a focus group, A&W learned...

"Why should we pay the same amount for a third of a pound of meat as we do for a quarter-pound of meat."

Yes.

You read that right.

Painful, eh?

Imagine though... A company, spending millions of dollars on market research, campaigns and promotions... We're flabbergasted at the fact that people couldn't understand the difference between 1/3 of a pound and 1/4 of a pound...

Yes. This is how painfully low bar people's expectation of others needs to be.

Read it for yourself: