I’ve just watched the Checkers advert on TV where a bunch of kids speak about how Checkers used to have only one type of cheese - Cheddar - but how Checkers is now a Cheese heaven with over 400 types of cheese.

I really enjoyed the ad, and it was humorous and fun, especially the last 15 seconds where the kids starting getting passionate about specific types of cheese such as mascarpone.

It was on the final few seconds of the ad that everything came crashing down for me - up to then, I was ready to jump into my car and visit the nearest Checkers to sample their wide range of cheeses - and then the Logo appeared on the screen.

Everything about the advert was how Checkers was not what it was in the past - it was a modern vibrant dynamic shopping experience…

…and then the logo appeared! The same bland, boring, old, archaic, stifling, unflattering logo that has been around for ages. And everything that was fun, fresh and interesting about the ad disappeared!

Checkers - your cheese selection looks amazing! Now isn’t it time for you to change your logo?