VOICEOVER CLIENT TESTIMONIAL: Voicing a Cash Register Tape Machine (Yes, Really): The Tops Markets “Checkout Charlie” TV Campaign
Not every voiceover gig asks you to become a piece of grocery store equipment, but when it happens, you commit.
That’s exactly what went down when Greg Bauch at Farm Marketing Agency connected with me about a regional TV commercial for Tops Markets—and I ended up voicing a character named “Checkout Charlie,” who just so happened to be a grocery store register tape machine.
Let that sink in for a moment. I can officially add “voice of a grocery store checkout register tape machine” to my resume. Not many actors can claim that particular credit, but here we are.
What the Work Required
For some background, Tops Markets (founded in 1962) operates 152 grocery stores across New York, Pennsylvania, and Vermont, serving communities throughout the region. Being originally from Buffalo, NY, I have been to Tops Markets MANY times.
This wasn’t a national campaign—it was regional, targeted, and needed to connect with local shoppers in a way that felt fun and memorable.
The commercial was designed to promote an in-store promotion for Tops customers, and the creative concept centered around this TALKING register tape character.
The challenge?
Making a machine filled with thermal paper feel personable, engaging, and somehow charming without going so far over the top that it became annoying. It’s a fine line when you’re voicing inanimate objects. Seriously.
I auditioned for the role along with other actors, and the character voice I created for Checkout Charlie is what landed me the gig. It needed personality, energy, and just the right amount of quirk to make people smile when they saw the spot.
The Creative Process
Working with Greg was a blast. The guy has a comedy background—he’s written and performed it himself—so he knows how to play with ideas and isn’t precious about trying things in the booth. The recording session was collaborative in the best way. We traded voice ideas openly, experimented with different takes, and found the sweet spot together.
That kind of creative back-and-forth doesn’t happen with every client, but when it does, it makes the work so much better. You’re not just executing someone’s vision—you’re building it together in real time.
Greg, who is a copywriter at Farm Marketing Agency, shared his thoughts on working together:
“It’s hard to forget someone who voiced a register tape machine for you, especially when they did it so well. Certain voice actors have the ability to capture exactly what you’re thinking when you write a spot. Peter K. O’Connell does just that. His voice and character range is freakish and he takes direction very well (a skill many actors fail to master). Love working with Peter and look forward to doing so again.”
Hearing that from a writer—especially one who understands comedy and timing—means a lot. Writers know when a voice actor gets what they’re trying to do, and when they don’t.
Why This Work Matters
Character work is some of my favorite stuff to do. Whether it’s a register tape machine, an animated creature, or anything in between, there’s something incredibly fun about creating a voice that didn’t exist before and making it feel real (or at least real enough that people remember it).
Regional campaigns like this one for Tops matter because they’re speaking directly to the communities they serve. It’s not some generic national spot—it’s for people shopping at their local Tops in Rochester or Buffalo or Burlington. Making those folks smile while they’re thinking about their grocery run? That’s a good day’s work.
Watch “me> as Checkout Charlie below – I even get a closeup:
