ML Rogers Wins Drive-In Chain

CHICAGO Checkers Drive-In has tapped independent agency ML Rogers for creative duties on its Checkers and Rally’s brands, which spent about $35 million a year in measured media, the company confirmed.

“After an extremely robust agency review process, we are pleased to welcome ML Rogers to the Checkers/Rally team,” said Teri Snyder, the Tampa, Fla.-based company’s chief marketing officer, in a statement. “We believe ML Rogers will deliver a distinctive, compelling and strategically targeted campaign that resonates with our customer base, and we look forward to partnering with them as we take our advertising in a new direction.”

The New York agency’s first work, in the form of a television campaign, is expected this fall.

Contenders for the business were not disclosed. The company’s incumbent, Amalgamated, a New York independent, did not defend. Select Resources International in Santa Monica, Calif., ran the review.

Management changes at the client earlier this year prompted the review. In the first quarter, CEO Keith Sirois and CMO Rich Turner left the company, and were replaced by Enrique Silva and Snyder, respectively.

Checkers and Rally’s spent more than $35 million in measured media last year, according to Nielsen Monitor-Plus.

Checkers operates more than 800 drive-thru restaurants in the United States, mostly in Eastern, Southeastern and Midwest states, though some Rally’s operate as far west at Los Angeles.