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.

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.

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.

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.

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.

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.

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.