Hunger nipped in the bud
Rushing while eating as the motif of a questionable hamburger campaign by Checkers
Rushing while eating as the motif of a questionable hamburger campaign from CheckersBy Thérèse BalduzziIn its new advertising campaign, the US fast food chain Checkers takes the idea of fast food at its word and pushes it to the extreme. In the ad, hamburgers and fries are consumed while skating, bowling and canoeing, regardless of the consequences - death by suffocation.
While other fast food commercials show 20-second long close-ups of juicy hamburgers, the fast food products only play supporting roles in the hectic lives of the actors in the new commercial for Checkers. People of all ages eat Checkers hamburgers and fries to hip-hop music while engaging in various activities.
While other fast food chains present themselves as cozy rest stops with suitable entertainment for the children, Checkers emphasizes the speed at which fast food is available. After all, the Checkers chain is also a drive-thru, where you are served at the counter while sitting in your car.
The rap, which is sung to hip hop, is also about quick service: "You gotta eat. What are you doing? You gotta eat. We'll get you in. We'll get you out. And in between without a doubt. We'll give you something really, really good. That's Checkers." The tagline is "You gotta eat." The campaign also includes a short version of the 60-second commercial, print ads and radio spots. The first spot launched in mid-January will be followed by others.
Not a bite-and-smile spot
for the family
Following an unsuccessful campaign launched last year, the fast food chain is now trying to position itself as the answer to the general problem of time. Checkers has its headquarters in Florida and is represented in 28 regional markets, primarily in the Southeast and Midwest of the USA. In 1999, Checkers merged with the drive-in chain Rally's Hamburgers from the Midwest of the USA, which has retained its name there. The identical commercial therefore also runs with the name Rally's. The fast food chain has a total of 900 drive-thrus.
The spot was created by the agency MARC USA. The fast-growing, independent network is represented in New York, Chicago, Detroit, Dallas, Indianapolis, Orlando, Miami and Pittsburgh (headquarters). MARC Miami and Pittsburgh are handling the $10 million Checkers account.
"This is not your typical bite-and-smile fast food spot," says Richard Turer, vice president of marketing for Checkers and Rally's. How true. But the eating habits depicted are not only unhealthy, they could even prove to be life-threatening and are therefore not recommended for imitation. Some are even banned. One scene, for example, shows a young woman eating in a Subway, which is not permitted in many US cities and can be punished.
While other fast food commercials show 20-second long close-ups of juicy hamburgers, the fast food products only play supporting roles in the hectic lives of the actors in the new commercial for Checkers. People of all ages eat Checkers hamburgers and fries to hip-hop music while engaging in various activities.
While other fast food chains present themselves as cozy rest stops with suitable entertainment for the children, Checkers emphasizes the speed at which fast food is available. After all, the Checkers chain is also a drive-thru, where you are served at the counter while sitting in your car.
The rap, which is sung to hip hop, is also about quick service: "You gotta eat. What are you doing? You gotta eat. We'll get you in. We'll get you out. And in between without a doubt. We'll give you something really, really good. That's Checkers." The tagline is "You gotta eat." The campaign also includes a short version of the 60-second commercial, print ads and radio spots. The first spot launched in mid-January will be followed by others.
Not a bite-and-smile spot
for the family
Following an unsuccessful campaign launched last year, the fast food chain is now trying to position itself as the answer to the general problem of time. Checkers has its headquarters in Florida and is represented in 28 regional markets, primarily in the Southeast and Midwest of the USA. In 1999, Checkers merged with the drive-in chain Rally's Hamburgers from the Midwest of the USA, which has retained its name there. The identical commercial therefore also runs with the name Rally's. The fast food chain has a total of 900 drive-thrus.
The spot was created by the agency MARC USA. The fast-growing, independent network is represented in New York, Chicago, Detroit, Dallas, Indianapolis, Orlando, Miami and Pittsburgh (headquarters). MARC Miami and Pittsburgh are handling the $10 million Checkers account.
"This is not your typical bite-and-smile fast food spot," says Richard Turer, vice president of marketing for Checkers and Rally's. How true. But the eating habits depicted are not only unhealthy, they could even prove to be life-threatening and are therefore not recommended for imitation. Some are even banned. One scene, for example, shows a young woman eating in a Subway, which is not permitted in many US cities and can be punished.
