Checkers is steadily moving upmarket. And it’s working
This week Rice critiqued the Checkers brand, which he rated a “hero”.
The first Checkers opened in 1956, but the largest milestone for it was when Shoprite bought it in 1998.
Checkers’ brand strategy has been excellent ever since, said Rice.
Checkers has been putting some clear water between themselves and Shoprite by moving steadily upmarket… They’re really starting to see the benefits now…Andy Rice, branding and advertising expert
Their slogan ‘better and better’ is a promise made and kept…Andy Rice, branding and advertising expert
Their Rewards Card has been launched with a campaign featuring the English television magician, Dynamo…Andy Rice, branding and advertising expert
For more detail, listen to Rice in the audio below (and scroll down to watch the latest Checkers advert featuring Dynamo).
Get the 10 most-read articles of the week from Bruce Whitfield’s The Money Show, emailed to you every Friday morning:
You can play the race card but you’re liable for black tax. White privilege keeps you out of jail and paying etolls is voluntary.Read More
What do you think of when you hear the word “foodie”? Probably not McDonald’s, but that’s how it's pitching its McFlurries.Read More
Branding and advertising expert Andy Rice runs out of adjectives to describe how awful Nivea men’s new TV advert is.Read More
Some things in life just don’t need a “designer” counterpart, reckons branding and advertising expert Andy Rice.Read More
Branding and advertising expert Andy Rice discusses the most-liked TV adverts in South Africa in the second quarter of 2019.Read More
Advertising expert Andy Rice slams it. The Money Show’s Bruce Whitfield’s response to the advert? “Hahahahahahahaha!”Read More
"They seem to have succumbed to consumer pressure," says branding and advertising expert Andy Rice.Read More
“Pick n Pay dug themselves a hole, then jumped into it,” says branding and advertising expert Andy Rice.Read More
The company has agreed to settle. Because it said Red Bull gives you wings, and it doesn’t. Oh, Canada!Read More
Branding and advertising expert Andy Rice praises the new Game advertising campaign and Cognitive Agency, the brains behind it.Read More