Clearwater, FL - Checkers Drive-In Restaurants, Inc. launched a new advertising campaign introducing "Speakerman," the familiar "box" who's been taking and giving orders at Checkers double drive-thru lanes since 1986.
The 30-second television and 60-second radio spots educate consumers that nothing gets made fresh at Checkers until Speakerman gives the order, and right now he's giving lots of orders for the new 99 cents BBQ Bacon Cheeseburger.
Checkers wants consumers to meet Speakerman because "he's every man's man who works hard every day," said Bob Purple, senior vice president of marketing for Checkers. "Speakerman is overworked and often feels a little under appreciated, but he always maintains a solid work ethic, even when the cars are lined-up at the double drive-thru."
The ads capture Speakerman when he's not working, allowing Checkers' fans to witness "the man" riding a bus and waiting for a plane in an airport. In the near future, Speakerman may even be seen at the beach!
The 30-second TV ads will air in Mobile, Tampa and Orlando, and the radio ads in Atlanta and in Miami, West Palm Beach, and Gainesville, Florida. The new campaign extends the company's "Fresh. Because we just made it" positioning and reflects the evolution of Checkers' creative approach to present a one-two-punch in the marketplace, according to Purple.
In late October, Rally's Hamburgers, Inc. will also introduce "Speakerman" through TV and radio spots in its major markets. The move represents the companies' new strategy that resulted from Checkers' marketing consolidation at Crispin, Porter & Bogusky, Miami, in August of 1998.
The decision to streamline marketing efforts is an extension of the companies' initiative to bring about cost efficiencies through a management services agreement and a food purchasing co-op.
"The consolidated marketing campaign also represents the CEO's directive to work the companies on a parallel course by strengthening both brands through a back-to-basics strategy that emphasizes our freshly made positioning," said Purple.
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