• by Steve McClellan  @mp_mcclellan, March 3, 2023

Atlanta-based creative shop Fitzco has created a new campaign for Checkers & Rally’s that emphasizes “everyday wins” for customers. 

Carrying the new tagline, “You’re in the driver’s seat,” the campaign for the drive-in/quick-serve restaurant chain launched Feb. 27 on national broadcast TV and radio, CTV, OLV and across paid social media (Meta, Snapchat, and TikTok).

The campaign will run through the year. Sample the work here. 

According to the agency, the work is all about celebrating the way Checkers & Rally's empowers consumers to “hop in the driver's seat and own their order.”

The ads take inspiration from the chain’s neon, patterns, colors, and double drive-thru concept and take the viewer to a stylized world that centers around an all-powerful driver's seat. 

Mimicking the experience of pulling up to a Checkers or Rally's, a diverse cast of characters bring their own flavor to the seat with the C & R meals that make customers feel “like the boss of the drive-thru.” 

“At the end of the day, this campaign is really all about empowerment -- that moment when you order and feel in complete control," says Ryan Boblett, head of creative at Fitzco.  "We’ve all felt it. It feels good to get what you want. It tastes good, too.” 

Checkers & Rally’s has locations in 32 states and the District of Columbia. The chain’s last campaign, “You’ve earned it,” also created by Fitzco, ran from 2021 through 2022. 

Fitzco has been Checkers & Rally’s lead agency since 2016.