‘Whoa, We’d Be Good’ for Checkers Comes True at Crispin Porter

Crispin Porter & Bogusky celebrated the biggest win in its history last week when it landed Checkers Drive-In Restaurants’ $8 million account.
The other finalists were Fricks/Firestone in Atlanta and West-Wayne of Atlanta and Tampa, Fla.
Originally reviewing only its creative account, the Clearwater, Fla.-based Checkers eventually decided to put its media buying up for grabs as well. Western International Media previously had those duties.
“All three agencies made a strong case to handle the media as well,” said client marketing director Bo Young.
“We’re known as a creative shop, but we’ve always believed that we’re terrific at everything,” said CP&B creative director Alex Bogusky. “This was a nice confirmation of that.” He added that while the shop has clients whose budgets are larger than the new business due to account growth, Checkers is CP&B’s largest account win at the outset.
Bogusky said CP&B presented ideas for TV, print, radio and outdoor ads. The agency expects to break a new campaign for Checkers toward the end of the year.
The target group the agency will be charged with reaching is males, 18-34.
“Fast food can be for all people,” Young said. “But that group is the one we really want to communicate with. Crispin showed us they really know how to hone in on that customer and communicate effectively with them.”
Young added that after CP&B’s presentation, one review committee complimented the agency’s efforts by saying it looked like the ads had been created in “a frat house.”
CP&B has little fast-food experience, but according to agency chairman Chuck Porter, the shop is familiar with many of Checkers’ markets, which overlap several of those of client LongHorn Steakhouse.
Porter, who reports the Miami-based agency bills $53 million, said CP&B is particular about the new business it chases. “In the last 12 months we’ve only been in three pitches, and we’ve turned down 30,” he recalled. But in the case of Checkers: “[We] said, ‘Whoa, we’d be good at this.’ ”