Chuck E. Cheese's New Sound

Chuck E. Cheese is at it again reinventing their selves for yet another generation of kids and their parents, who also enjoyed Chuck E. Cheese when they were kids. With a brand new sound and look. Hope everyone can stop in to their local Chuck E. Cheese to see what's happening.

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The Richards Group Rocks New Creative for Chuck E. Cheese’s

“Chuck E. Rocks” Campaign, Featuring Bowling for Soup Front Man Jaret Reddick, Contemporizes Iconic Pizza Personality

 

DALLAS (June 28, 2012) – CEC Entertainment, Inc. (NYSE: CEC), operator of 554 Chuck E. Cheese’s stores in 48 states and beyond, is launching a new campaign from Dallas independent The Richards Group. Titled “Chuck E. Rocks,” the new creative focuses on the fun kids have at Chuck E. Cheese’s. Voicing Chuck E. Cheese, the beloved mouse, is musician and celebrity voice talent Jaret Reddick.

“This is extremely exciting news for Chuck E. Cheese’s,” said Scott McDaniel, chief marketing officer of CEC Entertainment. “I am very proud of the hard work and collaboration with The Richards Group. Their creative talent, combined with extensive advertising and retail experience, has helped us contemporize Chuck E. Cheese in a very respectful and engaging fashion. Chuck E. is the hero at the heart of our restaurants. For the first time in years, we’re changing the way we communicate with our key patrons – kids.”

The “Chuck E. Rocks” campaign comprises television, digital and in-store components. Four TV spots, “Belonging,” “Fun,” “Power” and “Birthdays,” each named for something a child experiences at Chuck E. Cheese’s, showcase kids doing what they do best at Chuck E. Cheese’s – having fun. Reddick, best known as the lead singer and songwriter for pop-punk band Bowling for Soup, provides the singing and speaking voice for Chuck E. Cheese.

“In this new campaign, we’ve taken the iconic Chuck E. Cheese mouse and turned him into a rock star,” said Rhonda Zahnen, principal at The Richards Group. “It’s the perfect evolution of the brand and one that will speak directly to kids.”

“Chuck E. Rocks” will break nationally with the “Belonging” TV spot on July 5, 2012. The Richards Group has been the agency of record for CEC Entertainment, Inc., since January 2012, and oversees brand planning, creative development, media buying and digital marketing for the family dining and entertainment leader.

CREDITS:

Client: CEC Entertainment, Inc.

Brand: Chuck E. Cheese’s

Campaign: “Chuck E. Rocks”

Initial Break Date: 7/5/12

Agency: The Richards Group

Creative Director: Stan Richards

Art Director: Patrick Murray

Copywriter: Bill Cochran

Agency Producer: Dan Calhoun

Production Company: Sugar Film Production

Director: Chris Smith

Director of Photography: Afshin Shahidi

Editor: Peter Tarter, Reel FX

Character Design: Chris Ayers, Reel FX

Animation Creative Director: Dale Carman, Reel FX

Animation Lead: Kent Alfred, Reel FX

Animation and Visual Effects: Reel FX

Music/Sound Design Creative Director: Brian Flores, BREED

Music/Sound Design Producer: Kathy Cogar, BREED

Composer: Jason Zaffary, BREED

Principal Talent: Jaret Reddick, lead singer of Bowling for Soup, as the voice of Chuck E.

Cheese

About CEC Entertainment

For more than 30 years, CEC Entertainment has served as the nationally recognized leader in family dining and entertainment and the place “Where A Kid Can Be A Kid.” The company and its franchisees operate a system of 554 Chuck E. Cheese’s stores located in 48 states and seven foreign countries or territories. CEC Entertainment and its franchisees have the common goal of creating lifelong memories for families through fun, food and play. Chuck E. Cheese’s has donated more than $7 million to schools and nonprofit institutions through its fundraising programs. For more information, visit chuckecheese.com.

About The Richards Group

The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients include the standard-setting brands of Advance Auto Parts, Bridgestone, Chick-fil-A, Fruit of the Loom, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin and The Patrón Spirits Company. Total billings for the agency were $1.29 billion in 2011. The Richards Group can be found at richards.com.