Marketing to those who suck at Maths
In the 1980s, US fast food chain A&W decided to take on the McDonald’s Quarter Pounder by offering a bigger, 1/3 lb. burger at the same price. Unfortunately, the campaign flopped. It turned out that many consumers wrongly inferred that, because 3 is smaller than 4, that made 1/3 smaller than 1/4 .
Well, A&W is back, all these years later, determined to “claw its way back from this embarrassing episode” and to make a fresh pitch to those “geniuses” with- hold your breath- a 3/9 lb. burger.