Checkers/Rally's launches new brand campaign
May 15, 2006
TAMPA, Fla. — Checkers Drive-In Restaurants Inc. announced the launch of a new brand campaign designed to differentiate Checkers/Rally's from its QSR competitors.
The campaign, which was created by New York-based Amalgamated, promotes the brand's quick and efficient Double Drive-thru system. According to a news release, the television campaign kicks off May 15 with the first in a series of eight tongue-in-cheek television spots set to run in Checkers/Rally's markets nationwide.
"Two is better than one, and that's the philosophy behind Checkers/Rally's double drive-thrus," said Richard S. Turer, vice president of marketing for Checkers Drive-In.
In the television spots, the left and right side drive-thrus of Checkers/Rally's Double Drive-Thru engage in some "friendly" competition. The ads play up the QSR chain's fast-paced service element while showcasing its high quality, high-value food offerings.
"This platform -- a mock battle between the two sides -- allows Checkers/Rally's to play up the retail messaging of great food at a great price while tapping into the fun, irreverent and entertaining personality of the brand," said Charles Rosen, managing director at Amalgamated.
