“A rap mogul, a brave client, a brick-and-mortar investment, branded content through partnership, a smash hit with a brand message built in-it’s one of the most exciting projects Fitzco has been involved in,” said Noel Cottrell, CCO of Fitzgerald & Co. The video also falls in line with Ross’s “Buy Back the Block” rags-to-riches song and video, featuring 2 Chainz and Gucci Mane. Staying in touch with where you from,” are the reasons Ross gives for his franchise ownership. The franchise ownership also enables him to give back to the city and the people who nurtured him. His success in the music business means he can have just about anything he wants, and as he says in the video, “I want Checkers.” Owning Checkers & Rally’s franchises fulfills a childhood dream for Ross, who saved his dollars from a car-wash job to be able to eat at Checkers regularly. The boss said it,” says Ross in the video. It’s the number one hamburger in the game. That connection to football and Checkers is what he said got him through his hardscrabble youth. Ross, 40, even bought the Checkers franchise right across the street from Miami Carol City Senior High School, his alma mater and where he played on the football team. The video also draws a direct line from Checkers to hip-hop culture. Ross tells of the dreams and aspirations he had while growing up and how Checkers was a centerpiece of some of the best memories he had with his friends and family. Scenes of kids and young adults on the playground, the schoolyard, and on the road flash by to his voiceover. Ross narrates the video while driving around his old haunts in Carol City. The work marks the official launch of the partnership between Checkers and Ross. Fitzgerald & Co, studio Woven, Ross and Checkers created a documentary-style film, “Rick Ross Buys Back the Block,” about his deep connection with Checkers and life as a “fast foodie.” It tells the story of what the brand meant to him and his friends growing up – big, bold taste at an incredible value.
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