Checkers®/Rally's® Launches New Advertising Campaign

Checkers®/Rally's® Launches New Advertising Campaign

Campaign introduces chain's new Big Cheesy Double

October 18, 2007 // Franchising.com // TAMPA, FL - Checkers Drive-In Restaurants, Inc., the nation's largest chain of double drive-thru restaurants and parent company of both Checkers® and Rally's® concepts, today launched its all-new television advertising campaign. The campaign kicks-off by introducing the brand's newest irresistible burger: the Big Cheesy Double.

The campaign, which was created by ML Rogers of New York, features a new tagline, "little place.BIG TASTE(SM)," replacing the successful "You Gotta Eat™" tagline that Checkers/Rally's had been using for the past 7 years. This new campaign and tagline serve to more strategically differentiate Checkers/Rally's from its competitors, while simultaneously focusing on the distinctive and crave-worthy flavor that is synonymous with the brand. Each commercial in the multi-spot campaign will promote one of the chain's various menu items -- beginning with its newest product, the Big Cheesy Double.

Offered as a limited time promotion, Checkers/Rally's Big Cheesy Double is a cheese lover's dream. This double cheeseburger comes with not one, but three kinds of cheese, providing the kind of Fully Loaded Flavor that can only be found at Checkers and Rally's. The Big Cheesy Double flavorfully pairs American, pepperjack and cheddar on top of two juicy, all-beef, hand-seasoned burger patties and is accented with diced red onions, crispy pickles, ketchup, mustard and served on a toasted sesame seed bun.

"Our new creative campaign represents a change in Checkers/Rally's marketing direction and strategy as we look to differentiate ourselves in a highly competitive marketplace," said Terri Snyder, Executive Vice President and Chief Marketing Officer at Checkers Drive-In Restaurants, Inc. "The overall theme of the campaign is firmly centered on the unmatched flavor and taste of our food. The Big Cheesy Double epitomizes this flavor-on-top-of-flavor proposition that we offer, making it the ideal promotion to launch our new campaign."

Based in Tampa, Florida, Checkers Drive-In Restaurants, Inc. has more than 800 locations in 28 states and the District of Columbia.

About Checkers Drive-In Restaurants, Inc.
Checkers Drive-In Restaurants, Inc. (www.checkers.com) is the largest double drive-thru restaurant chain in the United States. The Company develops, owns, operates and franchises quick-service Checkers® and Rally's® double drive-thru restaurants. In recent years, Checkers/Rally's has been awarded several of the industry's most coveted recognitions: Best Drive-Thru in America in the QSR Drive-Thru Study for Rally's; Nation's Restaurant News Hot! Again Award for Checkers' sizzling business performance; and the American Business AwardSM for the Best Executive in America. Checkers/Rally's is the Official Burger and Drive-Thru Restaurant of NASCAR®.

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