A former Checkers employee is coming back to
the burger chain for a new campaign.
The latest work in Checkers and Rally’s “This Eats Different” platform features the Grammy-nominated rapper GloRilla, who actually used
to work at a Checkers drive-thru in Memphis before she was a rap star.
One new spot, seen here, opens on a Checkers employee working
the drive-thru with her back to the screen. She then turns to reveal that she’s actually GloRilla, and a super below reads “GloRilla 2016, Checkers Memphis.”
“Yeah, I
worked the drive-thru back in the day,” she says, as the spot then quickly cuts to GloRilla with the mic in her studio, then walking a red carpet surrounded by photographers’ flashes, and
at various other glamorous lifestyle shots. The spot ends with GloRilla back at Checkers, eating a burger, saying, “Guess I still do” and the tagline “This eats different.”
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The new work, created by Partners + Napier, launches the chain’s $4 Unbeatable Meal Deal, which contains a choice of the new GloRilla BBQ Jacked Burger, described as a “sweet and spicy
new sandwich,” a cheese double or a spicy chicken sandwich, with a value-sized order of seasoned fries, a small 16-oz soft drink and a cinnamon apple pie.
“Celebrity partnerships
work best when they’re rooted in something real, and GloRilla’s story is as real as it gets,” says Rob Kottkamp, chief creative officer at Partners + Napier, in a release.
“She’s not just lending her name; she’s coming back home to a brand that’s part of her history.”
The work is now running across CTV, YouTube, Meta, TikTok,
Snapchat and other digital media, as well as in-store executions.
The Tampa, Florida-based Checkers Drive-In Restaurants, Inc. operates both the Checkers and Rallys brands, which combined have
approximately 750 locations.