The approach to photography called for brighter pops of color with the propping, while making sure that the food still stood out the most. Sustainability and plant-based opportunities, the versatility of beans, and global inspiration drove new recipe development and photography as well as operator-focused tools including landing pages, tasty-style videos, and quick-tip build sheets. The global landing page also features resources specifically tailored to Colleges & Universities with promo calendar ideas and social media assets.

The Beans Love campaign exceeded expected click-through rates in digital media placements and garnered a large number of impressions. Brand unification across retail and foodservice channels (including updates on multiple existing assets) has invited operators into the warmth and supportive approach of the Bush’s brand that keeps their operational needs in mind.

Seeing is believing (and in this case, mouthwatering), so we kicked it off with recipe development and a photoshoot featuring 20 smoothie and hummus recipes. To drive operators to the website and build excitement around beans, the recipes were featured on bushbeansfoodservice.com, in digital media, and became part of a trend-focused Flavor & The Menu article that was accompanied by a spread ad. Targeted emails and a recipe overview sheet helped communicate the flavor-trend opportunities with these simple, unexpected blends including the Sweet Heat Better Brownie Smoothie and Brown Sugar Bacon Hummus.

What did operators think about putting beans in smoothies? At Flavor Experience 2021, the Bush’s Best^® team handed out Sips and Dips recipe booklets, insulated smoothie travel cups, and got rave reviews on all the samples, most especially the Sweet Heat Better Brownie Smoothie. And The Berry Boba Smoothie looked so darn good that the Bush’s retail agency asked to feature it on their social media feed. Admit it. You want to see what it’s like to sip on beans. Our advice? Grab a straw for a delicious bean smoothie (and some chips to go with all those dips).

Speaking of the logo, when we started work on revitalizing The Pub^®, we wanted to modernize the logo while maintaining the sense of history and reliability that is so integral to the brand character. We reduced some of the older unnecessary elements and added a tagline to help the brand maintain its essence across all uses and materials. The updated photography captures the feel of a pub’s atmosphere and the brand colors were subtly worked into each setting as well.  We chose a new font pairing to give the brand a more contemporary feel that, much like a quality rug, really ties everything together. The expressive brush font was chosen to enhance the artistic “masterpiece” theme, and the sturdier san serif font helps ground everything.

In the end, we couldn’t be happier with how this mouthwatering beef rebrand turned out. We love the way all the different components came together with a fresh logo, eye-catching marketing materials, and some helpful brand guidelines to help place this wonderful brand and all of its products into a package that’s so vivid you can almost taste.

Marlin was challenged to change the way operators look at dark meat chicken and increase demand for Tyson Foodservice’s delicious new offerings. Simply gorgeous food photography and a message that celebrated the savory side of chicken worked in tandem to achieve the desired results.

Marlin helped launch The Great Pizza Give Back with an inspired stop-motion visual concept that demonstrated how Hillshire Farm^® celebrates those who build more than pizza. The engaging “cardboard community” literally sprung to life in various social and digital executions to capture viewers’ attention and build excitement for the promotion.

As far as the logo, our task was to modernize it while maintaining the overall look, feel, and color palette. By removing the solid background and updating the container, we were able to create a fresh feel while keeping it recognizable to all its loyal customers. With the style guide, we were able to establish consistent fonts, colors, textures, and photography as well as a tone of voice that will extend out to all future messaging. The result? An excitingly modern — yet familiar — beef rebrand with an established style unifying all marketing materials. And maybe a tasty sample burger here or there. For research of course.

With a transition hot sheet and an overall Hillshire Farm^® brand brochure, phase one of our assignment is now complete. And phase two? Well, it’s currently in the pizza oven. Stay tuned.

Marlin developed the OvenStone brand by identifying key competitors, the brand name, logo, and numerous applications, all supporting the OvenStone’s promise of great things every day.

One of the things we love about Crispitos^® products is the premium, hand-rolled look and the rich, indulgent flavors all wrapped in a delicious, crispy shell. We took this to heart and set out to create something that is just as visually appealing for operators as it is for those they serve. Because why should consumers get to have all the fun?

To start, we wanted to pay homage to the State Fair^® brand roots, so we chose textures with a handmade, old-world feel like light distressed paper, scattered texture, and fun swirling elements. The brand colors utilize the original Crispitos^® logo colors along with brighter ones to move the visuals into a more energetic space.

The fonts we use are a combination of an Americana-like slab-serif and a rounded condensed bold type, which can be used together or can stand alone in a creative headline treatment. We use an eye-catching accent font for conjunction and other applicable words and Gibson for body copy to keep layouts looking sturdy and cohesive.

The Crispitos^® brand believes that no matter where consumers are or how fast their day is moving, they deserve a snack or meal that makes them feel like they’ve won the food lottery. We were delighted to be able to carry that belief forward into brand guidelines that convey that sense of fun, celebration, and a little bit of the unexpected.

Marlin developed the Rangeline brand from identifying key competitors, the brand name, logo, and numerous applications, all delivering the promise of excellence everyday.

We created a multifaceted campaign to communicate the product’s amazingly delicious flavor and unlimited menu versatility. From a box mailer that captured the attention of operators, to table tents that appealed directly to hungry flexitarians, we helped nurture the introduction of the Raised & Rooted™ brand in the foodservice segment.

Marlin developed the Copper Creek brand by identifying key competitors, the brand name and identity, brand introduction video, and numerous applications, all reflecting the promise of unwavering integrity and clear purpose.

Starting with bean-based recipes for family-sized meals and original recipes created in tandem with chefs who had been furloughed due to COVID-19, we created an email campaign, landing page, point-of-sale materials, and social media tools to help operators in these unique and challenging times.

So Tyson Foodservice went to work in the kitchen, adding darker char marks on both sides of the chicken. Then we went to work as well, creating a hot sheet, rebate and digital ad executions that helped get the word out about the new hot-off-the-grill flavor and appeal.

We worked with Bush’s to launch this savory concoction with a full campaign including print, digital, a unique landing page, product video, promotions, and more. Part beans, part beef, part creative, part great client, all awesome work to help foodservice operators tempt the growing hungry hordes of flexitarians with a flavorful and juicy burger that’s more healthful with less calories and fat than a typical burger.

With the acquisition by SGC Foodservice, a midwestern regional foodservice distributor, the rebranded Fellers’ is poised to play a vital role with foodservice operators looking for outstanding equipment and innovative ideas on how to make the most of their kitchens.

The Fellers icon is more than an ‘F’ — the shapes form a small vignette of a building, with the rhombus as a roof and the circle and rectangle as the structure. This contemporary and enduring solution is made friendly by “Fellers” typeset in title case and featuring happy ‘Es’ and hooked ‘Ls’ adding a little more warmth to the Fellers brand.

Inspired by the one-of-kind flavor twists, the Runaway Grub logo takes an MC Escher-like turn. The surrounding typography is erratic and grungy, and the logo weaves into a winding backdrop creating an eye-catching visual that speaks to the creative culinary happening at this unexpected, yet downright delicious rolling restaurant.

The initiative to highlight hops had several tactics working together with a strategy to educate waitstaff through online training and patrons through on-premise promotions, events, table games, and a Boxing Cat Brewery mobile app.

Converting customers from macros to craft starts by knowing what makes small batch craft beer better. Boxing Cat, China’s most celebrated craft brewery gets a user-authenticated online training portal built to train up the Boxing Cat staff to serve a better beer.

In support of a better trained staff and exceptional craft beer, the brew pub gets a rotating series of fight-like seasonal event and evergreen posters plastered from backwalls to bathrooms.

The Boxing Cat app engages customers at the restaurant and away with menuing from the tap to the kitchen, brew pub locations, LTOs, trivia contest giveaways, and a frequent drinker beer club.

In an effort to educate a new generation of Chinese beer lovers, in-booth games such as trivia and coaster hop factoids drive to discounts and giveaways.

To help them roll out a new line of bold, on-trend sausages, we created a campaign that let the ingredients do all the talking. Flavors were highlighted in a big way to show operators that these new products speak to customer cravings.

The crispy, flavorful chips are the best selling tools, so we packaged up four of the most-loved flavors and sent sample boxes wrapped with eye-catching colors and imagery, along with information on the power of the brand as well as a valuable offer available only online.

As it turns out, we noticed these chips are actually one more thing: shark fins! So when we set out to develop a campaign to introduce the new product, we took that visual idea and swam with it.

We were asked to contemporize their branding with a new identity and update their foodservice sales materials and photography to better signify their upscale reputation and help communicate that, while their expertise may have been decades in the making, they were constantly working toward innovative ways to make business bigger, better, and easier for their chef and operator customers.

So, the ask was pretty simple: Develop a foodservice campaign to launch these tasty, on-the-go options in a way that lets operators see all the potential stuffed in every product. So that’s exactly what we did with table tents, sell sheets, posters—you name it. We stuffed everything we could into the campaign. Sorry, we had to.

To showcase the simple yet awesome nature of the hummus, all touchpoints communicated the superfast prep and astonishing flavor by keeping messages brief and the delicious possibilities front and center.

Our challenge was to brand this team and process, giving them a sense of pride and excitement while also letting everyone know that when it comes to OMG flavor, this group isn’t messing around.

Marlin’s brand development team designed the identity and developed a comprehensive style guide setting the foundation for clear and consistent brand usage for all of FlavorWorks communications.

But the wonderful story and moral backbone of the brand was being forgotten. So, we worked with them (and the beautiful new packaging they’d just developed) to relaunch the Miss Vickie’s brand and remind everyone that the very best flavors are born from strong roots.

Designed by the PepsiCo Design & Innovation Studio, the PepsiCo Foodservice logo is the primary brand mark for their foodservice division. Marlin developed a comprehensive brand guidelines around the new identity that served as a wayfinder through the development of all internal and operator facing communications.

We were tasked to communicate all the adoration the brand already enjoys at retail to a new foodservice buyer. Our print and digital messages let operators know that this is no ordinary grab-n-go product—it’s grab-n-go-ohh!

To share and celebrate their unwavering principles, we showcased the global waters and succulent products they’re proud to source from and serve. Through print, digital, promotions, and more, we let foodservice operators know that no matter where great seafood starts, it comes from High Liner Foods.   

So the plan for a new site was clear: leverage the brand’s lead to help operators hone their own wing skills. The Frank’s RedHot^® King of Wings program did just that—via promotions, recipes, tips, tools and a little old lady who brought her A game.

This campaign for Bush’s helped draw attention to all the incredible things their beans can do for foodservice operators. With a mix of digital and print media, sales collateral, and event marketing, word got out—Bush’s beans are undoubtedly the most super of super foods.

With the launch of our fully integrated campaign, we’ve positioned beans as the ultimate solution to the kids’ cuisine dilemma. While our print ad grabs the attention of operators and chefs, a range of digital executions give our audience the tools they need to bring Bush’s Best^® to their kids’ menu ASAP. And for those who still like their recipes on paper, we developed a recipe book that’s completely dedicated to kid-friendly recipes featuring our beans.

Sales are up as kids across the nation indulge in delicious, vegetable dishes—most likely without even knowing it.