Industry News | May 15, 2006

Checkers/Rally's Launches Major New Brand Campaign

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Checkers Drive-In Restaurants, Inc., the nation's largest chain of double drive- thru restaurants, announces the launch of its new creative brand campaign.

The campaign, which was created by New York-based agency Amalgamated, promotes the brand's key attribute: the quick and efficient Double Drive-thru system. The television campaign kicks off today, May 15th, 2006, with the first in a series of 8 tongue-in-cheek television spots set to run in Checkers/Rally's markets across the country.

"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 Restaurants, Inc. "Our double drive-thrus provide greater convenience to our guests and allow our guests to receive their orders faster, fresher and hotter. Our new 'Double Drive-Thru' campaign demonstrates this key point of difference, while having a little fun along the way."

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," says Charles Rosen, Managing Director at Amalgamated.

News and information presented in this release has not been corroborated by QSR, Food News Media, or Journalistic, Inc.