Taking advantage of the patriotism surrounding the July 4 holiday, A&W restaurants launched “Moove to American,” a marketing campaign to promote consumption of 100% U.S. beef, which A&W serves. The campaign began with a barge loaded with 35 cows that crossed the New York Harbor to the Statue of Liberty. Part of the promotion was a petition on A&W's Web site, www.MooveToAmerican.org, that consumers could sign in support of 100% U.S. beef.