Mutant Inc.
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CHECKER'S x RICK ROSS

Interior Spread

Rick Ross Buys Back The Block

Defining the values behind the Fast Foodie Lifestyle.

AGENCY: Fitzgerald + Co.

PROJECT: Can we turn Rick Ross’s story of buying one location in Miami Gardens, FL in a story with national appeal?

CONSUMER PROBLEM: Consumers expect value from Checker’s, but they don’t really know anything about what Checker’s values.

RESULT: We turned the investment of Rick Ross into his childhood Checker’s location into the start of a movement for reinvestment into communities across the country.

 

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.

 
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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.

 
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