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Article: Checkers tries cartoon heroine to break clutter;Fast-food chain, sibling Rally's get $15 mil Crispin Porter effort.
- Article from:
- Advertising Age
- Article date:
- January 3, 2000
- Author:
CopyrightCOPYRIGHT 2000 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Checkers Drive-In Restaurants this week introduces a racy new animated campaign in an effort to break through the clutter of fast-food advertising.
The company, operator of 936 burger outlets under the Checkers and Rally's banners, has recently focused on fresh food in its advertising. But that's not enough to stand out from big-spending competitors such as McDonald's Corp. and Burger King Corp., said VP-Marketing Richard Turer.
Starting Jan. 6, the company, which uses the same advertising for both restaurant chains, will begin its 2000 campaign with a 30-second TV spot that "will have people talking around the water cooler," Mr. Turer said.
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