Checkers Drive-In Restaurants, Inc. is injecting a little velocity into a new theme as part of its You Gotta Eat campaign. And its one word message is simply—Go!
Checkers’ new Go! theme reflects customers’ active lifestyles and the QSR’s ability to meet customers’ needs.
“The overall goal of the new Go! theme is to celebrate Checkers/Rally’s guests’ on-the-go lifestyles,” said Rich Turer, VP-marketing of Checkers Drive-in Restaurants. “Checkers/Rally’s knows that people are moving at the speed of life and we are there for them.”
“Checkers/Rally’s wants guests to know that we understand that consumers are on-the-go, it’s OK to be on-the-go,” Turer added. “We’re the place to go when you’re on-the-go.”
Two TV spots support the Go! theme. One spot opens with an alarm clock buzzing and then cuts to scenes of people at work and at play from all walks of life that are on the move. The campaign features two different music tracks—hip-hop boogie and classic rock—to reach different target audiences.
The TV spots let the QSR incorporate Checkers/Rally’s recent NASCAR sponsorships and the You Gotta Eat concept. Each commercial concludes with a graphical element that shows the brand’s speed, double drive-thru and NASCAR involvement in one shot.
Checkers first launched its You Gotta Eat campaign in 2001. Under the new campaign, the chain has doubled brand awareness in 2004. The 2005 version of the campaign is on air in 43 markets nationwide and will run through March 2006.
Checkers had been ranked as one of the fastest drive-thru restaurants in the QSR industry, Turer said.
TV spots and P-O-P materials support.
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