If you travel across the United States, Matty Matheson’s name is one of the most recognized in the Canadian food scene. He’s known for his YouTube channel and frequent appearances on Vice’s show Munchies. He also has a partnership with a skateboard company, and his eccentric personality has made him wildly popular.
His recent partnership, though, is somewhat puzzling. Reminiscent of Snoop Dogg’s partnership with Skip The Dishes. A&W x Matty Matheson is a limited-run collaboration that revealed the “Best-Burger-Ever Burger,” Â a 4oz grass-fed, prime rib patty, real cheddar cheese, fried pickles, grilled onions, and garlic aioli on a buttery brioche bun.
“This is the burger collaboration Canada has been waiting for!” Matheson says in a press release. “A&W asked me to help make the best-tasting burger ever—and I totally nailed it. Starting with the best ever cut of the best ever grass-fed beef made simple.”
The burger will be available at select A&W locations across Canada, beginning April 25. It’s a great campaign for A&W, which has attached a big name in Matheson to a kind of traditional burger. He knows his meat, though, so the idea that many will flock to try it is not an unreasonable one.
“Brand collaborations are popping up everywhere these days – but we were on the lookout for a true burger fan, who knows their beef, to partner with,” says Julia Cutt, director of brand communications and digital marketing at A&W Canada. “Matty is the perfect fit for A&W, and we’ve teamed up to take our grass-fed beef to the next level. We can’t wait for Canadians to try what we’ve created together!”
But, it seems strange that Matheson, who has a reputable name and many meat-oriented restaurants under his belt, including Maker Pizza, Matty’s Patty’s (another burger joint), and Matty Matheson’s Meat + Three in Fort Erie, where he grew up. It’s certainly an interesting choice to partner with A&W for a new venture, and maybe a decision that Matheson did not need to make.
Nonetheless, the A&W collab will run from April 25 for a limited, but not specified, time.