Checkers & Rally’s has always kept guests at the heart of both its marketing and operations, and the new campaign is designed to offer guests everyday wins — something we could all use more of these days.
Now, the iconic drive-thru restaurant franchise known for its bold flavors that deliver everyday wins, is highlighting everyday heroes in its new national ad campaign that launches this Monday, February 15, 2021.
The new campaign will introduce an enticing new limited-time offering, a more-is-more take on the classic Big Buford, “The Super Loaded Buford,” which includes two large hand-seasoned, 100% beef hamburger patties topped with two slices of melted American cheese, caramelized onions, crispy onions, Checkers’ famous seasoned fries, bacon, dill pickles, ketchup and mayo all served on a toasted, bakery-style bun.
Developed in-house, the first spot features “Diego,” a young man heroically helping his friend move, carrying heavy boxes, climbing stairs, loading the truck and working up a big appetite. He’s definitely earned a win, and he gets one at Checkers & Rally’s, with the new Super Loaded Buford limited time offer (LTO). Watch Below:
“This campaign represents so much more than just a marketing effort,” said Dwayne Chambers, CMO of Checkers & Rally’s. “This is about demonstrating to our guests that we see how hard they are working, we see the challenges they’ve had to overcome, and we are dedicated to giving guests a stress-free and delicious respite. 2020 was a difficult year, but we managed to thrive throughout it, and we are carrying exceptional momentum into 2021. Now, we are dedicated to providing wins for the people who really need them, each and every day.”
A core component of the brand’s DNA is offering rewards to the hardworking and the often-underestimated everyday hero. These are the people who have continued to work, educate, support and provide essential services to us throughout the most challenging times; the moms and dads who have balanced home schooling and work; and so many others who deserve a win every day.
As the campaign rolls out over the next several months, future spots will include a young woman who works long hours on her feet as a hostess and a dad who spends his entire day helping his son with a messy science project. Both of these people need a win, and they find it at Checkers & Rally’s.
Of course, the new campaign will also underline many of the features that have long helped the brand stand out from its competition, including high-quality food; exceptional value; streamlined, simple and speedy experiences; and craveable, fun food.
Checkers & Rally’s new ad campaign was developed by the brand’s in-house agency, led by Chambers, in creative production partnership with Fitzgerald and Company.
Chambers joined the Checkers & Rally’s team in 2019, bringing vast experience working with major brands like Sonic, Red Robin, P.F. Chang’s China Bistro, Inc., Krispy Kreme, Fuddruckers & Koo Koo Roo and Noodles & Company. One of the first changes he made was bringing the creative team in-house.
This campaign marks the second major marketing moment for the brand in the last two months, coming on the heels of the Mother Cruncher Monster Truck event in December 2020.
CLIENT: Checkers & Rally
PRODUCTION COMPANY: Fitzgerald and Company