Chuck E. Cheese's Rockin' New Look

CEC Entertainment, Inc., 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.

If you are interested in hearing Chuck E.’s first original feature-length single, you can download it for free from the Facebook app at: https://www.facebook.com/OfficialChuckECheese/app_2405167945.

It’s a hot summer jam for a family road trip!