Checkers Chooses ML Rogers for $35 Million Account

Fast-Food Chain's Biz Shifts From Amalgamated

By Published on .

CHICAGO ( -- Fast-food chain Checkers/Rally's tapped ML Rogers, New York, for its $35 million advertising business. The Checkers business was previously with Amalgamated New York.
ML Rogers will try to expose more people to the Checkers brand.
ML Rogers will try to expose more people to the Checkers brand.

"Fast food is a great industry to be in," said Mike Rogers, president of ML Rogers. "It's highly competitive and it's all about results, but it's a category where you can do a lot of fun work."

ML Rogers, which has 49 employees, is also the agency of record for Blistex, Miracle-Gro, Centerra Wine and Aamco.

Other contenders
The other finalists for the account, which has been in review all summer, were Toy and Avrett Free Ginsburg, New York, along with Miami-based La Comunidad.

"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," said Checkers Chief Marketing Officer Terri Snyder.

Mr. Rogers said the plan is to expose more people to the brand. "With about 800 locations, people who aren't familiar with Checkers aren't going to wind up there by accident," he said. "We've got to give them a reason to seek one out."

TV ads will be the first to break, this fall.
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