Challenge:
Introduce and build brand awareness for Checkers’ new Flavor Built Menu.
Solution:
Fish developed a strategic public relations campaign designed to create consumer awareness of the new Flavor Built Menu and drive traffic to Checkers restaurants. The team targeted reporters, editors and bloggers covering food, business and community news. Given the increasingly growing Hispanic population, Fish also translated the release into Spanish and pitched various Hispanic publications.
Results:
Fish Consulting secured a variety of media placements including daily newspapers, leading business journals, weekly entertainment news publications and websites, Hispanic community news and popular food blogs. Highlights include feature stories in the South Florida Sun-Sentinel, the Burger Beast blog and the Palm Beach/Broward New Times. Furthermore, sales increased and the new Flavor Built Menu continued to be offered at restaurants across the country.
Details:
Having built a strong reputation on flavor with its famous seasoned fries to banana milkshakes, Checkers set out to WOW guests with its new Flavor Built Menu. The six new savory Flavor Built Burgers meet the growing demand for premium burgers guests expect to find at a sit-down restaurant, except without the wait and at a lower price. Fish was charged with developing all the media materials to support the launch, as well as securing media interviews for Checkers’ CEO to provide more details and future roll-out plans for the new menu. Additionally, Fish arranged an in-person taste test at a Checkers restaurant with one of the QSR industry’s most influencing burger bloggers.
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