The group of franchisees that bought A&W from Yum! Brands in 2011 has gradually brought back the chain's original mascot, Rooty the Great Root Bear, in a push to revitalize the brand and its 1,100 restaurants worldwide. The mascot is proving a good fit with the brand's digital and social marketing efforts, said marketing director Sarah Blasi. "Social media is cost effective and it's efficient and it equals the playing field between larger chains and smaller chains like ours."

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