The company stated that hip-hop singer and businessman Rick Ross has partnered with Checkers Drive-In Restaurants to purchаse multiple Checkers & Rally’s franchises in the Greater Miami area as well as his hometown, neighboring Carol City, Florida.
Together with Checkers & Rally’s and the Atlanta agencies Fitzgerald & Co. and Woven, Ross produced a documentary-style film about his close relationship with Checkers and his life as a “Fast Foodie.” It narrates the story of the brand’s childhood meaning to him and his friends: huge, bold taste at an amazing price. With this work, Checkers and Ross’s partnership officially begins.
Ross drives about Carol City, narrating the video while doing so. His commentary is interrupted by scenes of children and young adults in the schoolyard, on the playground, and driving. Ross talks about his childhood goals and desires, and how some of his favorite moments with his friends and family were around Checkers. The video also makes a clear connection between hip-hop culture and Checkers.
Ross, 40, even purchased the Checkers franchise, which is located directly across the street from Miami Carol City Senior High School, where he played football as a student. His album “Black Market,” which includes the track “Carol City,” was released in 2015. The hardscrabble youth he and others had there are described in the song.
Ross had always wаnted to own a Checkers & Rally’s franchise since he was a young boy and used his earnings from a car wash job to fund his frequent visits to the restaurant. Because of his fаme in the music industry, he is able to obtain almost anything he desires, and in the music video, he declares, “I want Checkers.” He can also give back to the city and the people who raised him because he owns a franchise.
Paid internet and social media advertising featuring complete takeovers (including home pages) of Uproxx and BroBible bolster the video.
Ross, along with fellow musicians 2 Chainz and Gucci Mane, continues the subject of rags to riches in a new song titled “Buy Back the Block.”
“A rap mogul, a brave client, a brick-and-mortar investment, branded content through partnership, a smаsh Һit with a brand message built in—it’s one of the most exciting projects Fitzco has been involved in,” said Noel Cottrell, CCO of Fitzgerald & Co. “Working up front with Ross and Checkers on the marketing end of their deal, telling the rags to rose story with our partner Woven and then seeing ‘Buy Back The Block’ drop with the opening Checkers shoutout from Supa Cindy—if this is the future of our business, count me in.”
The Ross-Checkers film was directed by Alastair McKevitt, who was honored with an Emmy for his camera work on HBO’s sports series “24/7.” Previous projects by McKevitt include “The Marinovich Project,” “UFC: Road to the Octagon,” and “The Off Season: Kevin Durant.”