Checkers & Rally’s is known for big bold flavor without the big, wallet-busting price tag. But when the QSR category becomes one big echo chamber of promos, you have to find a new way to stand out from the pack. To help Checkers & Rally’s build a more ownable space in the fast-food game, we created a brand platform that hyped customers up to own their order.
Our mission was to empower burger lovers and fry freaks to score all their favs by hopping in the driver’s seat. Literally and figuratively.
For our national broadcast TV and radio, CTV, OLV and social media, we took inspiration from the neon, patterns, colors, and unique double drive-thru concept you find at the restaurant to create a stylized world that centers around an all-powerful driver’s seat. Then, mimicking the experience of pulling up to a Checkers or Rally’s, a diverse cast of characters brought their own flavor to the seat by hitting us with the big and bold meals that make them feel like the boss of the drive-thru.
Not only did people pull up after seeing the work, Checkers & Rally’s found themselves with a modular concept that could flex to fit any meal deal. Plus they had a look and feel that let them standout from the other guys. (And girls. And clowns. And kings.)
That kind of win looks good and tastes even better.
$5 meal deal
$1 fries
big buford
bacon tangler
