Checker’s X Rick Ross
Rick Ross Buys Back The Block
PROJECT: Can we turn Rick Ross’s story of buying one location in Miami Gardens, FL in a story with national appeal?
Consumers expect value from Checker’s, but they don’t really know anything about what Checker’s values. We partnered with UPROXX to turn The Boss’s investment in his hometown Checker’s into the start of a movement.
AGENCY: Fitzgerald + Co.
Rick Ross Could Buy Anything He Wanted. He Wanted A Checker’s.
We turned the story of Rick Ross’s investment into the Checker’s he ate at as a teen into a story about growing up with a hunger to be more, while respecting where you came from. The Boss embraced his status as a #FastFoodie and raised the bar for how important it is to support the communities that stood by our side from day 1.
From A Fast Food Franchisee Announcement Into A Movement.
We shared the story and Rick Ross and his fans spread the word. Inspiring more people to take action with #BuyBackTheBlock posts and dropping a new track and music video.
