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Owning National Pizza Month
October is National Pizza Month, and Tyson Foodservice wanted to create a promotion that would effectively link its Hillshire Farm® brand with the festive occasion. We decided the best way to do that was with a unique and memorable theme name—complete with a hashtag to let everyone know “we own this thing.” #Pizzatober just sounded right from the word go, and the accompanying product photography we featured made it look even better.
Several promotional events were already built into the National Pizza Month holiday. So we tailored our marketing efforts to capitalize on each. For instance, we created a pairing guide for Pizza & Beer Day (Oct. 9th) and promoted a signature recipe for Sausage Pizza Day (Oct. 11th) via eblasts and paid social. We also created a downloadable toolkit to help operators plan a successful monthlong celebration of America’s favorite food.
Orrington Farms Re-Brand
With low consumer awareness, small share and distribution in retail, and major brands playing in the same category, Orrington Farms needed a brand refresh and a campaign that would invite new customers to experience premium taste as pure as the farm.
Starting with their line of concentrated bases, we wanted to showcase the power of the brand not only as the start of homestyle savory soups but also a means of transforming ordinary recipes into make-again meals everyone will ask for. Revitalizing product packaging, updating the brand website, and creating a digital media campaign worked together to play up the farm-style heritage and flavor-enhancing ease of Orrington Farms products.
After focus grouping a number of new logo concepts with current customers, we discovered that the original Orrington Farms logo had significant consumer recognition and a high-level of brand trust. So, to maintain and build upon Orrington’s brand equity, the existing logo was updated. We started by refining the farm scene which included opening-up the windmill, barn and silo’s negative space, with both elements slightly shifted to sit properly against the scene’s horizon. The treeline was softened and simplified with the crop row’s strokes more unified in size and spacing. This, along with a beefier, more prominent type selection for the Orrington Farms moniker help the logo work harder on the shelf, more legible in smaller applications, with an overall cleaner presentation for a stronger brand presence.
Pizza Means Everything
“Pizza” might not be the first thing that comes to mind when you think of Tyson Foodservice. But the fact is, the company has a rather large share of the pie when it comes to overall toppings sold in the industry. And recognizing pizza as a prime opportunity for continued growth, Tyson Foodservice wanted to communicate its extensive offerings, solutions and category expertise to foodservice operators.
Marlin created a branding campaign that positioned Tyson Foodservice as a leading supplier not only of pizza toppings, but also of all the complementary offerings that round out a pizza operator’s menu. Our “All for the love of pizza” brochure featured gorgeous photography, insightful stats and a compelling message to let operators know we share their passion for doing great things with pizza.
