Industry News | January 12, 2000

New Campaign: Hi-Performance, Human Fuel

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Checkers Drive-In Restaurants, Inc. (Nasdaq: CHKR) is launching a new identity and attitude with its latest advertising campaign showcasing the first-ever totally animated TV spot from a fast-food restaurant. The "Hi-Performance, Human Fuel" TV spots use Japanimation to break out from the competition and build a bold, innovative identity for Checkers.

In the spots, viewers are transported to an action-packed, alter-universe with Holly, a sexy heroine in pursuit of fast-food. Holly, strong and independent, is seen in her muscle-car in hot pursuit of food for fuel.

The use of Japanimation, created by famed artist Peter Chung of MTV's "Aeon Flux" series, represents the growing interest among businesses to use animation in their marketing efforts.

Recently named the No. 1 fast-food restaurant in QSR's annual "Drive-Thru Time Study," Checkers is positioning the company as the drive-thru specialist. Vying to become the challenger brand, a new marketing identity and new philosophy are transforming Checkers into an innovative trend-setter.

"Our new tagline 'High Performance, Human Fuel' summarizes our philosophy," said Rich Turer, Checkers' vice president of marketing."Checkers and Rally's are all about refueling the human mind and body. This campaign works because our double drive-thru restaurants deliver great-tasting food, quick service and the value that our customers expect. Holly is someone people can relate to because she is strong, independent and passionate about her fast food and fast cars."

The animated ads created by Crispin Porter & Bogusky, Miami, target Checkers' primary consumers: males age 16 to 34. This group makes up 38-percent of the total population and 78-percent of the fast-food volume. The ads build on interests that exist among this target audience: cars, food and women.

"We're very anxious to launch our Japanimation ad campaign in January," said Turer. "In the past year, Checkers and Rally's successfully merged, becoming the largest double drive-thru chain in the U.S., and we brought in a new management team with plans to kick off the new year in full force. We're ready to excel in the fast-food industry."

In August of 1999, Rally's Hamburgers, Inc. merged with Checkers Drive-In Restaurants, Inc. With approximately 1,000 restaurants, Checkers is now the largest double drive-thru restaurant chain in the United States. The company develops, produces, owns, operates and franchises quick-service double drive- thru restaurants under the names "Checkers" and "Rally's." Checkers is headquartered in Clearwater, Florida and is publicly traded on the Nasdaq under the symbol: CHKR.