Just before the end of 2020, Pew released a no-surprise survey that when it comes to everything from the economy to the coronavirus and the presidential election, the people of the United States more or less agree. on… nothing. “Americans,” write the report’s authors, “have seldom been as polarized as they are today.”
Two weeks into the New Year, however, it’s safe to say that at least everyone can agree on one thing: 2020 was horrible.
This is why we saw dumpster fire 2020 t-shirts and why, just before Christmas, “2020 Sucked” ornaments appeared on the trees. This is also why the Checkers & Rally quick service chain has invested its resources in a video called “We Crunched 2020”.
Apparently posted to spark interest in restaurants’ Mother Cruncher Chicken Sandwich, the video worked just as much as a dump valve for the brand’s customers. It shows a monster truck knocking over (i.e. cracking) a variety of items representing a 2020 life feature that most people hated: rolls of toilet paper (to signify the shortage of TP ), a large screen TV (to represent video conferencing) and a living room couch (to represent home quarantine), among others.
CMO Dwayne Chambers explained that the dual drive-thru chain already has a reputation for being “bold, upbeat and quirky,” so when it was time to throw in a sandwich with “crunch” in its name, the discussions turned. turned to the idea of turning things around and locating “someone in the monster truck world to help us get things done”.
This person turned out to be Michael Vaters, owner of Vaters Motorsports. A veteran of the monster truck circuit, Vaters entered the overwhelming scene in 1983 after police in his hometown of Hagerstown, Md., Arrested him for driving elevated trucks down the street.
“[Vater’s] has been in the monster truck business for 40 years and is even part of the Monster Truck Hall of Fame, ”Chambers said. “And so he teamed up with us, created the arena [for the stunt], the accessories, packed the monster truck, and the rest was history.
Well almost. To determine what kind of things to run over with the truck, the restaurant chain reached out to its loyal customers via social media. “And they submitted hundreds, maybe thousands of ideas,” Chambers said, adding that the announcer yelling with the “kind of monster truck-slam jam arena voice” wasn’t hard to come by. Many actors seemingly have this low voice.
Oddly enough, renting a monster truck for a bit of flash marketing isn’t a new idea. The brand of wine baby did it in November.
At last count, the Checkers video had registered roughly 400,000 views and 2 million impressions, which isn’t bad for a spot that basically consists of a rented truck skidding around a farm in Maryland.
And that just might be the point. Either way, a big budget, high concept video probably wouldn’t have seemed like a good fit for Checkers & Rally’s – where a hot dog will set you back $ 1.35 – anyway.
“We’ve always been kind of an outsider in the industry. We only have 900 restaurants. And so, brand awareness hasn’t been high, historically, ”Chambers said. “And so [this gives us] the possibility of giving oneself a license to have fun. “
And some are playing for that new chicken sandwich.